关系视角的顾客资产驱动要素研究
|
摘要
市场营销正在由产品导向转变为服务导向,企业也从关注交易到关注关系转变,这些变化导致了企业从营销产品到管理顾客的改变,并且科学技术的进步也为深入研究顾客,管理顾客创造了条件。在市场营销领域,顾客资产的研究已经成为一个学术前沿问题,而顾客资产驱动因素研究是对顾客资产研究的深入,也是目前企业实践界迫切需要解决的问题。本研究在借鉴前人理论研究成果的基础上,重点研究顾客资产的驱动要素,在一定程度上揭示顾客资产的形成机理问题,将会为我国企业的顾客关系管理实践工作,特别是如何优化营销资源的配置提供理论指导。
本研究的主要工作包括:一是通过对国内外相关领域理论文献的述评研究,发现顾客资产驱动因素,了解顾客资产管理实证研究领域的基本资料;二是借鉴前人的研究成果,在关系视角上界定顾客资产的构成要素,并在理论分析的基础上,构建顾客资产驱动要素模型,对各个驱动要素与顾客资产构成要素之间关系,以及顾客资产驱动要素之间的关系进行分析,从而得出研究假设;三是以日用化妆品市场为研究对象,通过调查该市场的潜在顾客和现实顾客,对顾客资产的驱动模型进行实证研究,在实证中,采用结构方程模型,检验各种驱动因素之间的关系及其对顾客资产的驱动作用,并从理论与实践两个层面探讨日用化妆品行业顾客资产的形成机理与管理策略。通过上述的理论和实证研究,得出了如下研究结论:
(1)在关系视角上,顾客资产包括获取性顾客资产、保留性顾客资产和延伸性顾客资产三个组成部分
遵循最初提出顾客资产理论的Blatterberg与Deighton(1996)思想,根据对顾客资产定义的理解,在总结前人研究的基础上,从关系视角对顾客资产进行了划分,提出了顾客资产是由获取性顾客资产、保留性顾客资产和延伸性顾客资产三个部分组成。将获取性顾客资产界定为:从由当前首次购买的顾客以及在未来首次购买的顾客形成的现金流的折现值;将保留性顾客资产界定为当前的保留顾客和未来的保留顾客在一段时间内继续购买和消费一个企业的产品和服务产生的现金流的折现值;将延伸性顾客资产界定为利用现有的顾客基础,通过对现有的顾客进行升级销售、交叉销售和保留顾客追加购买而形成的顾客资产。之所以做上述划分,就是要帮助企业能够分析不同的经营时期,根据企业现实需要制订正确的顾客资产驱动策略。
(2)顾客资产的形成是一个由多个要素共同驱动作用的结果
在总结和吸收了前人对于顾客资产理论的研究基础上,对先前文献进行梳理、分析和扬弃,通过理论与实证相结合的方法,得出的结论是:日用化妆品市场顾客资产的驱动因素主要表现为两种类型:第一类型顾客资产的直接驱动要素,主要包括三个要素:一是以提高产品质量,为顾客创造价值的顾客价值驱动要素;二是以增加企业行为的长期可靠性、创造品牌形象和企业声誉的品牌形象驱动要素;三是增强顾客与企业互动,为顾客创造情感归属的顾客信任要素;第二种类型是顾客资产中介驱动要素,这些驱动要素是由顾客资产直接驱动要素形成的,并对顾客资产有驱动作用的要素,主要包括两个驱动要素:一是顾客对产品,对企业满足程度的顾客满意要素;二是从经济、心理和情感等层面为顾客建立各种行为背叛障碍的转换障碍要素。在营销实践中,企业可以根据这二大类五个驱动要素,制定并实施顾客资产的驱动策略,以此建立企业与顾客之间的长期关系,实现顾客资产的最大化。
(3)获取性顾客资产主要是受顾客价值、品牌形象和转换障碍等驱动要素影响。
理论与实证分析的结果表明:顾客价值、品牌形象对获取性顾客资产有正向的影响;潜在顾客对转换障碍的感知会抑制顾客的初次购买行为,转换障碍对获取性顾客资产有负的影响。对于初次购买的顾客,要对所要购买的产品(服务)进行全面评价,然后才能做出正确的决策。尤其是顾客在没有体验产品(服务)之前,顾客价值的感知与品牌形象的依赖就显得特别重要。
(4)保留性顾客资产主要是由顾客价值、品牌形象、顾客信任和转换障碍、顾客满意等五个要素共同驱动作用的结果。
研究结果显示:顾客价值、品牌形象和顾客信任会直接驱动保留性顾客资产,以上三个要素对保留性顾客资产有直接影响作用;顾客满意与转换障碍对保留性顾客资产也有积极的影响。同时,顾客价值、品牌形象和顾客信任又会对顾客满意有正向的影响作用,顾客满意对保留性顾客资产也有正向的影响;品牌形象和顾客信任会对转换障碍有正向的影响,转换障碍会促进顾客的保留,对保留性顾客资产有正向的影响。
(5)延伸性顾客资产主要是受顾客价值、品牌形象、顾客信任、转换障碍和顾客满意等驱动要素的影响。
与保留性顾客资产驱动要素相同,理论与实证研究的结果表明:顾客价值、品牌形象和顾客信任会直接驱动延伸性顾客资产,以上三个要素对延伸性顾客资产有直接影响作用;顾客满意与转换障碍对延伸性顾客资产也有积极的影响。同时,顾客价值、品牌形象和顾客信任又会对顾客满意有正向的影响作用,顾客满意对延伸性顾客资产也有正向的影响;品牌形象和顾客信任会对转换障碍有正向的影响,转换障碍会促进顾客的延伸购买,对延伸性顾客资产有正向的影响。
本研究的创新点体现在如下方面:
(1)提出了顾客资产的驱动模型,对原有的顾客资产驱动模型是一个补充。
本研究将顾客价值、品牌形象、顾客信任作为顾客资产驱动的外源变量,将顾客满意和转换障碍作为内生性的顾客资产的驱动因素,构建了顾客资产的驱动模型。并以潜在顾客为研究对象,构建了获取性顾客资产驱动模型,以现有顾客为研究对象,构建了保留与延伸性顾客驱动模型。在此基础上,本研究以理论与实证的分析方法考察了这些驱动因素分别对顾客各构成要素具有何种驱动机制。因此,本研究所构建的顾客资产驱动模型综合了各文献观点,是顾客资产理论研究的进一步深化。
(2)研究视角的创新。
根据顾客与企业关系,将顾客资产分解为获取性顾客资产、保留性顾客资产和延伸性顾客资产三个组成部分,并对各组成部分进行了明确的定义。虽然先前有研究者对顾客关系的状态进行了分类,提出了顾客与企业的关系可以分为顾客获取、顾客保留和顾客延伸三种状态,但迄今为止,尚没有学者明确地对顾客资产进行这样的划分,也没有对这样的解构组成部分进行过明确的定义。从关系视角研究顾客资产,通过顾客对各类顾客资产驱动要素的评价,探索企业顾客资产健康状况,虽然这种评价方式不能精确地预测到顾客资产的数量,但可以指导企业营销决策实践活动,帮助企业发现在营销过程的“短板”和瓶颈,进而能发现问题,寻求解决问题的办法。这是一种研究视角上的创新。
(3)产生了研究顾客资产问题较好的实证方法及其结构变量的较好测量条款。
针对企业和顾客的双向访谈来提炼顾客资产的影响因素,拓展前人的理论研究成果,对顾客资产研究中提出的一些结构变量,进行了分析,提出了一些测量条款。本研究产生(或借用的国外文献)的一系列相关结构变量的测量条款无疑会对以后进一步实证研究顾客资产问题奠定基础或具有理论参考价值。在实证研究中,本文将各种结构变量相互复杂的关系用结构方程进行建模,应用结构方程分析方法,对这些要素之间的关系进行验证,这些在当前国内学术界对顾客资产研究问题的实证性研究中比较少见。
Marketing is changing from product-oriented to service-oriented. Corporations also begin to pay attention to relationship marketing instead of transaction marketing. These changes lead the enterprises to transfer from marketing products to managing customers, and progress in science and technology provides the conditions for in-depth study of customer management. In the field of marketing, studies on customer equity have become a forefront issue, and the studies on customer equity drivers are in-depth studies on customer equity and the problem needs to be solved urgently in corporations. Based on the previous theory and research results, this study focuses on drivers of customer equity, reveals the formation mechanism of customer equity to some extent;. It will provide theoretical guidance for customer relationship management practices in China's enterprises, especially for how to optimimally allocate marketing resources.
The main content of this study includes such area. First, it will find drivers of customer equity and understand the basic information on customer equity management in the field of empirical research through studies on the related literature at home and abroad; Second, it will definite the constituent elements of customer equity from the relationship perspective through previous research results; On the basis of theoretical analysis, it will build customer equity drivers model, and analyze the relationships between various drivers and constituent elements of customer equity, as well as the relationships among drivers of customer equity to draw on the research assumptions; Final, it will conduct a empirical research to the driven-model of customer equity through the investigation of the potential customers and the market reality customers by taking daily cosmetics market as the research object, test on the relationships of various drivers and the driven effects to customer equity in empirical research with structural equation model and discuss the formation mechanism and management strategy of customer equity in daily cosmetics industry from two levels of theory and practice. Through the above theoretical and empirical research, it draws the following conclusions:
(1)From the relationship perspective, the customer equity includes acquisition customer equity, retention customer equity and extension customer equity.
In this paper, it divides customer equity from the relationship perspective based on the understanding of the definition of customer equity and the summary of previous research, following the first customer equity thinking of the Blatterberg and Deighton(1996); and puts forward that the customer equity composes of acquisition customer equity, retention customer equity and extension customer equity. Acquisition customer equity is defined as: the formation of the discounted cash flow value from the first purchase by the current customers and future customers to buy for the first time; retention customer equity is defined as the discounted cash flow value from the current and future customers to purchase an enterprise's products and services for a period; extension customer equity is defined as the customer equity based on the existing customer through the existing customers to upgrade sales, cross-selling and the additional purchase of retention customers. The reason for the above division is to help companies analyze the different operating period and develop the right customer equity-driven strategy according to practical needs of enterprise customers.
(2)The formation of customer equity is a result driven by various elements.
Based on the theoretical study of the previous literature, through theoretical and empirical combination, it concludes that: customer equity drivers of daily cosmetics market mainly can be divided in two types: the first type is customer equity direct-driven elements, including the three main elements: First, the customer value-driven elements which improve product quality and create value for customers; second, the brand-driven elements to increase the long-term reliability of corporate behavior and create brand image and corporate reputation; third is the customer trust elements to enhance interaction between customers and enterprises and create emotional ownership of customers to the enterprise. The second type is customer equity intermediary elements. These elements which are formed by customer equity direct-driven elements and have driving effects on customer equity include two drivers: One is customer satisfaction elements that make customers be satisfied to the products of the enterprise or the enterprise. The other is the switching barrier elements through the establishment of various behaviors of switching barriers in the economic, psychological and emotional fields. In marketing practice, the enterprises can develop customer equity-driven strategy and put it into actions, establish the long-term relationship between customers and enterprises and achieve the maximization of customer equity according to the two categories drivers of five elements.
(3)Acquisition customer equity is influenced mainly by the drivers such as customer value, brand image and the switching barriers.
The results of theoretical and empirical analysis show that: customer value and brand image have positive impact on acquisition customer equity; the awareness that potential customers apperceive switching barriers will inhibit customer's initial purchase; the switching barriers have negative impact on acquisition customer equity. For the first time to buy, customers conduct a comprehensive evaluation to products (services) before they can make the right decisions. Especially in the absence of experiencing products (services), the awareness of customer value and the dependence on brand image are particularly important.
(4)Retention customer equity is mainly driven by customer value, brand image, customer trust and switching barriers and customer satisfaction.
The results showed that: customer value, brand image and customer trust will drive retention customer equity directly and these three elements have a direct effect on it; switching barrier and customer satisfaction also have positive impact on retention customer equity. At the same time, customer value, brand image, customer trust and customer satisfaction will have positive effect on customer satisfaction and customer satisfaction have positive impact on retention customer equity. Brand image and customer trust will have positive effects on switching barrier, and switching barriers will promote customer retention, have positive effects customer retention of equity.
(5) Extension customer equity is driven mainly by customer value, brand image, customer trust, switching barrier and customer satisfaction.
As the same as the results of the relationship of the drivers of retention customer equity, theoretical and empirical research results show that: customer value, brand image and customer trust will directly drive extension customer equity, so these three factors have direct impacts on extension customer equity. Customer satisfaction and switching barriers also have positive effects on extension customer equity. At the same time, customer value, brand image and customer trust will have positive effects on customer satisfaction, customer satisfaction have positive impact on extension customer equity. Brand image and customer trust will have positive effects on switching barriers; switching barriers will promote the extension of customer purchase and have positive effects on extension customer equity.
The innovations of this research are as follows:
(1)This study established Customer equity driven-model.
This study takes customer value, brand image, customer trust as the exogenous latent variables to customer equity, customer satisfaction and switching barriers as the endogenous latent variables to customer equity, established a customer equity driven model. This paper establishes a driven-model of acquisition customer equity through studying potential customers and a driven-model of retention and extension customer equity through studying existing customers. On this basis, this paper studies the driven mechanism that how these drivers influence the elements of customer equity. Therefore, the driven-model of customer equity that integrates most literature perspective is the further deepening of theoretical research of customer equity.
(2) This issue is studied from a new perspective.
According to the relationship between customers and enterprises, the paper has divided customer equity into acquisition customer equity, retention customer equity and extension customer equity and made clear definitions for these components. Researchers previously have classified the status of customer relationships, made the relationship between customers and enterprises be divided into customer acquisition, customer retention and customer extension. But so far no scholar has made such division and defined the components clearly.This paper has studied customer equity from a relationship perspective and explored health situation of customer equity through the evaluations about all kinds of customer equity drivers made by customers. Although this method can not accurately predict the amount of customer equity, but can guide the decision-making practice of corporate marketing activities, help enterprises find the shortcomings and bottlenecks in the marketing process, thus be able to identify problems and seek solutions to the problem. This is an innovation in research perspective.
(3)This paper has raised a better empirical method to study customer equity and better terms to measure structural variables.
This paper extracts the factors of customer equity through the interviews with customers and with enterprises, expands the previous theoretical research results, analyzes structural variables raised in previous research on customer equity, and puts forward some measurement terms. The series of the measurement variables in this study will no doubt lay the foundation for further empirical research of customer equity, or be of a theoretical value. In empirical studies, this paper will build a model of the complicated relationships of the structural variables with structural equation, and verify the relationships with structural equation analysis. It is relatively rare in the current domestic academic research on customer equity of the Empirical studies.
本研究的主要工作包括:一是通过对国内外相关领域理论文献的述评研究,发现顾客资产驱动因素,了解顾客资产管理实证研究领域的基本资料;二是借鉴前人的研究成果,在关系视角上界定顾客资产的构成要素,并在理论分析的基础上,构建顾客资产驱动要素模型,对各个驱动要素与顾客资产构成要素之间关系,以及顾客资产驱动要素之间的关系进行分析,从而得出研究假设;三是以日用化妆品市场为研究对象,通过调查该市场的潜在顾客和现实顾客,对顾客资产的驱动模型进行实证研究,在实证中,采用结构方程模型,检验各种驱动因素之间的关系及其对顾客资产的驱动作用,并从理论与实践两个层面探讨日用化妆品行业顾客资产的形成机理与管理策略。通过上述的理论和实证研究,得出了如下研究结论:
(1)在关系视角上,顾客资产包括获取性顾客资产、保留性顾客资产和延伸性顾客资产三个组成部分
遵循最初提出顾客资产理论的Blatterberg与Deighton(1996)思想,根据对顾客资产定义的理解,在总结前人研究的基础上,从关系视角对顾客资产进行了划分,提出了顾客资产是由获取性顾客资产、保留性顾客资产和延伸性顾客资产三个部分组成。将获取性顾客资产界定为:从由当前首次购买的顾客以及在未来首次购买的顾客形成的现金流的折现值;将保留性顾客资产界定为当前的保留顾客和未来的保留顾客在一段时间内继续购买和消费一个企业的产品和服务产生的现金流的折现值;将延伸性顾客资产界定为利用现有的顾客基础,通过对现有的顾客进行升级销售、交叉销售和保留顾客追加购买而形成的顾客资产。之所以做上述划分,就是要帮助企业能够分析不同的经营时期,根据企业现实需要制订正确的顾客资产驱动策略。
(2)顾客资产的形成是一个由多个要素共同驱动作用的结果
在总结和吸收了前人对于顾客资产理论的研究基础上,对先前文献进行梳理、分析和扬弃,通过理论与实证相结合的方法,得出的结论是:日用化妆品市场顾客资产的驱动因素主要表现为两种类型:第一类型顾客资产的直接驱动要素,主要包括三个要素:一是以提高产品质量,为顾客创造价值的顾客价值驱动要素;二是以增加企业行为的长期可靠性、创造品牌形象和企业声誉的品牌形象驱动要素;三是增强顾客与企业互动,为顾客创造情感归属的顾客信任要素;第二种类型是顾客资产中介驱动要素,这些驱动要素是由顾客资产直接驱动要素形成的,并对顾客资产有驱动作用的要素,主要包括两个驱动要素:一是顾客对产品,对企业满足程度的顾客满意要素;二是从经济、心理和情感等层面为顾客建立各种行为背叛障碍的转换障碍要素。在营销实践中,企业可以根据这二大类五个驱动要素,制定并实施顾客资产的驱动策略,以此建立企业与顾客之间的长期关系,实现顾客资产的最大化。
(3)获取性顾客资产主要是受顾客价值、品牌形象和转换障碍等驱动要素影响。
理论与实证分析的结果表明:顾客价值、品牌形象对获取性顾客资产有正向的影响;潜在顾客对转换障碍的感知会抑制顾客的初次购买行为,转换障碍对获取性顾客资产有负的影响。对于初次购买的顾客,要对所要购买的产品(服务)进行全面评价,然后才能做出正确的决策。尤其是顾客在没有体验产品(服务)之前,顾客价值的感知与品牌形象的依赖就显得特别重要。
(4)保留性顾客资产主要是由顾客价值、品牌形象、顾客信任和转换障碍、顾客满意等五个要素共同驱动作用的结果。
研究结果显示:顾客价值、品牌形象和顾客信任会直接驱动保留性顾客资产,以上三个要素对保留性顾客资产有直接影响作用;顾客满意与转换障碍对保留性顾客资产也有积极的影响。同时,顾客价值、品牌形象和顾客信任又会对顾客满意有正向的影响作用,顾客满意对保留性顾客资产也有正向的影响;品牌形象和顾客信任会对转换障碍有正向的影响,转换障碍会促进顾客的保留,对保留性顾客资产有正向的影响。
(5)延伸性顾客资产主要是受顾客价值、品牌形象、顾客信任、转换障碍和顾客满意等驱动要素的影响。
与保留性顾客资产驱动要素相同,理论与实证研究的结果表明:顾客价值、品牌形象和顾客信任会直接驱动延伸性顾客资产,以上三个要素对延伸性顾客资产有直接影响作用;顾客满意与转换障碍对延伸性顾客资产也有积极的影响。同时,顾客价值、品牌形象和顾客信任又会对顾客满意有正向的影响作用,顾客满意对延伸性顾客资产也有正向的影响;品牌形象和顾客信任会对转换障碍有正向的影响,转换障碍会促进顾客的延伸购买,对延伸性顾客资产有正向的影响。
本研究的创新点体现在如下方面:
(1)提出了顾客资产的驱动模型,对原有的顾客资产驱动模型是一个补充。
本研究将顾客价值、品牌形象、顾客信任作为顾客资产驱动的外源变量,将顾客满意和转换障碍作为内生性的顾客资产的驱动因素,构建了顾客资产的驱动模型。并以潜在顾客为研究对象,构建了获取性顾客资产驱动模型,以现有顾客为研究对象,构建了保留与延伸性顾客驱动模型。在此基础上,本研究以理论与实证的分析方法考察了这些驱动因素分别对顾客各构成要素具有何种驱动机制。因此,本研究所构建的顾客资产驱动模型综合了各文献观点,是顾客资产理论研究的进一步深化。
(2)研究视角的创新。
根据顾客与企业关系,将顾客资产分解为获取性顾客资产、保留性顾客资产和延伸性顾客资产三个组成部分,并对各组成部分进行了明确的定义。虽然先前有研究者对顾客关系的状态进行了分类,提出了顾客与企业的关系可以分为顾客获取、顾客保留和顾客延伸三种状态,但迄今为止,尚没有学者明确地对顾客资产进行这样的划分,也没有对这样的解构组成部分进行过明确的定义。从关系视角研究顾客资产,通过顾客对各类顾客资产驱动要素的评价,探索企业顾客资产健康状况,虽然这种评价方式不能精确地预测到顾客资产的数量,但可以指导企业营销决策实践活动,帮助企业发现在营销过程的“短板”和瓶颈,进而能发现问题,寻求解决问题的办法。这是一种研究视角上的创新。
(3)产生了研究顾客资产问题较好的实证方法及其结构变量的较好测量条款。
针对企业和顾客的双向访谈来提炼顾客资产的影响因素,拓展前人的理论研究成果,对顾客资产研究中提出的一些结构变量,进行了分析,提出了一些测量条款。本研究产生(或借用的国外文献)的一系列相关结构变量的测量条款无疑会对以后进一步实证研究顾客资产问题奠定基础或具有理论参考价值。在实证研究中,本文将各种结构变量相互复杂的关系用结构方程进行建模,应用结构方程分析方法,对这些要素之间的关系进行验证,这些在当前国内学术界对顾客资产研究问题的实证性研究中比较少见。
Marketing is changing from product-oriented to service-oriented. Corporations also begin to pay attention to relationship marketing instead of transaction marketing. These changes lead the enterprises to transfer from marketing products to managing customers, and progress in science and technology provides the conditions for in-depth study of customer management. In the field of marketing, studies on customer equity have become a forefront issue, and the studies on customer equity drivers are in-depth studies on customer equity and the problem needs to be solved urgently in corporations. Based on the previous theory and research results, this study focuses on drivers of customer equity, reveals the formation mechanism of customer equity to some extent;. It will provide theoretical guidance for customer relationship management practices in China's enterprises, especially for how to optimimally allocate marketing resources.
The main content of this study includes such area. First, it will find drivers of customer equity and understand the basic information on customer equity management in the field of empirical research through studies on the related literature at home and abroad; Second, it will definite the constituent elements of customer equity from the relationship perspective through previous research results; On the basis of theoretical analysis, it will build customer equity drivers model, and analyze the relationships between various drivers and constituent elements of customer equity, as well as the relationships among drivers of customer equity to draw on the research assumptions; Final, it will conduct a empirical research to the driven-model of customer equity through the investigation of the potential customers and the market reality customers by taking daily cosmetics market as the research object, test on the relationships of various drivers and the driven effects to customer equity in empirical research with structural equation model and discuss the formation mechanism and management strategy of customer equity in daily cosmetics industry from two levels of theory and practice. Through the above theoretical and empirical research, it draws the following conclusions:
(1)From the relationship perspective, the customer equity includes acquisition customer equity, retention customer equity and extension customer equity.
In this paper, it divides customer equity from the relationship perspective based on the understanding of the definition of customer equity and the summary of previous research, following the first customer equity thinking of the Blatterberg and Deighton(1996); and puts forward that the customer equity composes of acquisition customer equity, retention customer equity and extension customer equity. Acquisition customer equity is defined as: the formation of the discounted cash flow value from the first purchase by the current customers and future customers to buy for the first time; retention customer equity is defined as the discounted cash flow value from the current and future customers to purchase an enterprise's products and services for a period; extension customer equity is defined as the customer equity based on the existing customer through the existing customers to upgrade sales, cross-selling and the additional purchase of retention customers. The reason for the above division is to help companies analyze the different operating period and develop the right customer equity-driven strategy according to practical needs of enterprise customers.
(2)The formation of customer equity is a result driven by various elements.
Based on the theoretical study of the previous literature, through theoretical and empirical combination, it concludes that: customer equity drivers of daily cosmetics market mainly can be divided in two types: the first type is customer equity direct-driven elements, including the three main elements: First, the customer value-driven elements which improve product quality and create value for customers; second, the brand-driven elements to increase the long-term reliability of corporate behavior and create brand image and corporate reputation; third is the customer trust elements to enhance interaction between customers and enterprises and create emotional ownership of customers to the enterprise. The second type is customer equity intermediary elements. These elements which are formed by customer equity direct-driven elements and have driving effects on customer equity include two drivers: One is customer satisfaction elements that make customers be satisfied to the products of the enterprise or the enterprise. The other is the switching barrier elements through the establishment of various behaviors of switching barriers in the economic, psychological and emotional fields. In marketing practice, the enterprises can develop customer equity-driven strategy and put it into actions, establish the long-term relationship between customers and enterprises and achieve the maximization of customer equity according to the two categories drivers of five elements.
(3)Acquisition customer equity is influenced mainly by the drivers such as customer value, brand image and the switching barriers.
The results of theoretical and empirical analysis show that: customer value and brand image have positive impact on acquisition customer equity; the awareness that potential customers apperceive switching barriers will inhibit customer's initial purchase; the switching barriers have negative impact on acquisition customer equity. For the first time to buy, customers conduct a comprehensive evaluation to products (services) before they can make the right decisions. Especially in the absence of experiencing products (services), the awareness of customer value and the dependence on brand image are particularly important.
(4)Retention customer equity is mainly driven by customer value, brand image, customer trust and switching barriers and customer satisfaction.
The results showed that: customer value, brand image and customer trust will drive retention customer equity directly and these three elements have a direct effect on it; switching barrier and customer satisfaction also have positive impact on retention customer equity. At the same time, customer value, brand image, customer trust and customer satisfaction will have positive effect on customer satisfaction and customer satisfaction have positive impact on retention customer equity. Brand image and customer trust will have positive effects on switching barrier, and switching barriers will promote customer retention, have positive effects customer retention of equity.
(5) Extension customer equity is driven mainly by customer value, brand image, customer trust, switching barrier and customer satisfaction.
As the same as the results of the relationship of the drivers of retention customer equity, theoretical and empirical research results show that: customer value, brand image and customer trust will directly drive extension customer equity, so these three factors have direct impacts on extension customer equity. Customer satisfaction and switching barriers also have positive effects on extension customer equity. At the same time, customer value, brand image and customer trust will have positive effects on customer satisfaction, customer satisfaction have positive impact on extension customer equity. Brand image and customer trust will have positive effects on switching barriers; switching barriers will promote the extension of customer purchase and have positive effects on extension customer equity.
The innovations of this research are as follows:
(1)This study established Customer equity driven-model.
This study takes customer value, brand image, customer trust as the exogenous latent variables to customer equity, customer satisfaction and switching barriers as the endogenous latent variables to customer equity, established a customer equity driven model. This paper establishes a driven-model of acquisition customer equity through studying potential customers and a driven-model of retention and extension customer equity through studying existing customers. On this basis, this paper studies the driven mechanism that how these drivers influence the elements of customer equity. Therefore, the driven-model of customer equity that integrates most literature perspective is the further deepening of theoretical research of customer equity.
(2) This issue is studied from a new perspective.
According to the relationship between customers and enterprises, the paper has divided customer equity into acquisition customer equity, retention customer equity and extension customer equity and made clear definitions for these components. Researchers previously have classified the status of customer relationships, made the relationship between customers and enterprises be divided into customer acquisition, customer retention and customer extension. But so far no scholar has made such division and defined the components clearly.This paper has studied customer equity from a relationship perspective and explored health situation of customer equity through the evaluations about all kinds of customer equity drivers made by customers. Although this method can not accurately predict the amount of customer equity, but can guide the decision-making practice of corporate marketing activities, help enterprises find the shortcomings and bottlenecks in the marketing process, thus be able to identify problems and seek solutions to the problem. This is an innovation in research perspective.
(3)This paper has raised a better empirical method to study customer equity and better terms to measure structural variables.
This paper extracts the factors of customer equity through the interviews with customers and with enterprises, expands the previous theoretical research results, analyzes structural variables raised in previous research on customer equity, and puts forward some measurement terms. The series of the measurement variables in this study will no doubt lay the foundation for further empirical research of customer equity, or be of a theoretical value. In empirical studies, this paper will build a model of the complicated relationships of the structural variables with structural equation, and verify the relationships with structural equation analysis. It is relatively rare in the current domestic academic research on customer equity of the Empirical studies.
引文
[1] Chung-Hoon Park And Young-Gul Kim .A Framework Of Dynamic CRM: Linking Marketing With Information Strategy [J]. Business Process Management Journal. 2003,9(5): 652-671.
[2] Dan Sarel, Howard Marmorstein. A Strategic Orientation For E-Commerce Investments: A Customer Equity Approach [J]. Journal Of Targeting, Measurement And Analysis For Marketing 2003,11(2): 110-123.
[3] Michael Lewis. Incorporating Strategic Consumer Behavior Into Customer Valuation [J]. Journal of Marketing. 2005,69(10): 230-238.
[4] Saharon Rosset, Einat Neumann, Uri Eick, Nurit Vatnik. Customer Lifetime Value Models For Decision Support [J]. Data Mining And Knowledge Discovery. 2003, (7) :321-339.
[5] Hans H. Bauer, Maik Hammerschmidt, Matthias Braehler. The Customer Lifetime Value Concept and Its Contribution To Corporate Valuation. Yearbook Of Marketing And Consumer Research. 2003, Vol.1
[6] Phillip E. Pfeifer. On The Use Of Customer Lifetime Value As A Limit On Acquisition Spending. Journal Of Database Marketing [J]. 1999, 7(1): 81-86.
[7] Saharon Rosset, Einat Neumann ,Uri Eick ,Nurit Vatnik ,Yizhak Idan. Customer Lifetime Value Modeling And Its Use For Customer Retention Planning. SIGKDD '02,July 23-26,2002, Edmonton, Alberta, Canada.
[8] Phillip E. Pfeifer, Paul W. Farris. The Elasticity Of Customer Value To Retention:The Duration Of A Customer Relationship. Journal Of Interactive Marketing, 18(2),2004.
[9] Robert C. Blatterberg And John Deighton. Manage Marketing By The Customer Equity Test.Harvard Business Review. 1996, July-August.
[10] Tim Ambler, Flora Kokkinaki, Stefano Puntoni. Assessing Marketing Performance:Reasons For Metrics Selection. Journal Of Marketing Management. 2004(20): 475-498.
[11] Sunil Gupta, Donald R. Lehmann, Jennifer Ames Stuart. Valuing Customers. Journal Of Marketing Research. Vol. 2004(2): 7-18.
[12] Michael J., Dorsch, Les Carlson. A Trasaction Approach To Understanding And Managing Customer Equity. Journal Of Business Research. 1996(35): 253-264.
[13] Annika Ravald, Christian Gronroos.The Value Concept And Relationship Marketing.European Journal Of Marketing. 1996,30(2): 19-30.
[14] Valerie A. Taylor. Price Effects On Brand Extension Quality Evaluations. Journal Of Empirical Generalisations In Marketing Science. 2002(7): 1-19.
[15] Adrian Payne, Sue Holt ,Pennie Frow. Relationship Value Management: Exploring The Integration Of Employee, Customer And Shareholder Value And Enterprise Performance Models. Journal Of Marketing Management. 2001(17): 785-817.
[16] Beger P. D., Bolton R. N., Bowman D., Briggs E., Kumar V., Parasuraman A.And Teery C. .Marketing Actions And The Value Of Customer Assets. Journal Of Service Research. 2002, 1(5):39-54.
[17] RC Blattberg, G Getz, JS Thomas . Customer Equity: Building And Managing Relationships As Valuable Assets. Boston:Harvard Business School Press, 2001.
[18] Villanueva J, Yoo S, Hanssens DM. Customer Acquisition Channels And Customer Equity: A Long-Run View. Working Paper. University Of California, Los Angeles,2003.
[19] RT Rust, KN Lemon, VA Zeithaml. Driving Customer Equity: Linking Customer Lifetime Value To Strategic Marketing Decisions. Marketing Science Institute,Cambridge, Mass, 2001.
[20] Berry, Leonard L., Barbone, Lewis P., Haeckel, Stephan H. Managing The Total Customer Experience. Mit Sloan Management Review. 2002,3(43):85.
[21] Rust, Roland T., Lemon, Katherine N., Zeithaml, Valarie A.. Return On Marketing:Using Customer Equity To Focus Marketing Strategy .Journal Of Marketing. 2004,1(68):109-127.
[22] Zeithaml, V. Consumer Perception Of Price, Quality And Value: A Means-End Model And Synthesis Of Evidence .Journal Of Marketing. 1988,52(7):2-22.
[23] Woodruff R.B. Customer Value: The Next Source For Competitive Advantage.Journal Of The Academy Of Marketing Science. 1997, (25) :139-153.
[24] Gronroos. Value-Driven Relationship Marketing From Products To Resources And Competences. Journal Of Marketing Management. 1997(13).
[25] Zeithaml Valarie A., Parasuraman A. Berry Leonard. Delivering Quality Service,Balancing Customer Perceptions And Expectations. New York: The Free, 1990.
[26] Robert B. Woodruff And Sarh F. Gardial, Know Your Customer: New Approach To Understanding Customer Value And Satisfaction. Blackwell Publishers Inc., 1996.
[27] Anderson, James C., Dipak C, Jain, And Pradeep K., Chintagunta. Customer Value Assessment In Business Marketing: A State-Pratice Study". Journal Of Business-To-Business Marketing. 1993,1(1):3-29.
[28] Buz, Howard E., Jr. , Leonard. Measuring Customer Value: Gaining The Strategic Advantage. Organizational Dynamics . 1996(24):63-77.
[29] Alexander Chernev, Gregorys Carpenter. The Role Of Market Efficiency Efficiency Intuitions In Consumer Choice: A Case Of Compensatory Inference. Journal Of Marketing Research. 2001,38(8):349-361.
[30] Acquelyn S., Thomas. A Methodology For Linking Customer Acquisition To Customer Retention. Journal Of Marketing Research. 2001,38(5):262-268.
[31] Wayne S. Desarbo, Kamel Jedidi , Indrajit Sinha. Customer Value Analysis In A Heterogenous Market, 2001.
[32] Kenichi Ohmane.Getting Back To Strategy. Harvard Business Review. 1998, 11-12.
[33] Doyle, Mona. New Ways Of Measuring Value. Progressive Grocer-Value, Executive Report. 1984,15-19.
[34] Sandra Vandermerwe. How Increase Value To Customers Improves Business Results. Sloan Management Review. 2000,27-37.
[35] WilsonDT , Jantrania. Understanding The Value Of Relationship. Asia-Australia Marketing Journal. 1994,2(1): 55-56.
[36] Woodall, Tony. Conceptuslising Value For The Customer: An Attributional,Structural And Dispositonal Analysis. Academy Of Marketing Science Review, 2003.
[37] Bradley T., Gale. Managing Customer Value: Creating Quality And Service That Customers Can See[M]. New York: The Free Press, 1994.
[38] Daniel J., Robert B. Woodruff, Sarah Fisher Gardial. Customer Value Change In Industrial Marketing Relationships: A Call For Never Strategies And Research [J].Industrial Marketing Management. 1997 (26): 163-173.
[39] Peter J. P., Olson J.C. Consumer Behavior And Marketing Strategy(Fourth Edition) [M].New York: Mcgraw-Hill Book Co.,1996.
[40] Parasuaman, Zeithaml, Berry. A Conceptual Model Of Service Quality And Its Implications For Future Research. Journal Of Marketing. 1985(49):41-50.
[41] Mc Dougall, Levesque. Customer Satisfaction With Services: Put Perceived Value Into The Equation. Journal Of Services Marketing. 2000,14(5).
[42] Parasuraman. Reflections on Gaining Competitive Advantage Through Customer Value. Journal Of The Academy Of Marketing Science. 1997,25(2): 154-161.
[43] Blackwell, Szeinbach, Barnes, Garner, Bush. The Antecedents Of Customer Loyalty.Journal Of Service Research. 1999,1(4):362-375.
[44] Morris B., Holbrook. The Nature of Customer Value: An Axiology Of Services In The Consumption Experience. Service Quality. 1994,21-71.
[45] Slater. Developing a Customer Value-Based Theory Of The Firm. Journal Of The Academy Of Marketing Science. 1997,25(2): 162-167.
[46] Oliver R.. Effect Of Satisfaction And Its Antecedents On Consumer Preference And Intention [J]. Advances In Consumer Research, 1981(8): 88-93.
[47] Tse D A, W P C. Models Of Consumer Satisfaction Formation and Extension [J].Journal of Marketing. 1988(25):204-212.
[48] Westbrook R A, R M D. An Alternative To The Disconfirmation Of Expectation There Of Consumer Satisfaction [J]. Advances In Consumer Research. 1983 (10):256-261.
[49] Oliver, Rust, Varki. Customer Delight: Findings, And Managerial Insight[J].Journal Of Retailing. 1997,73(3): 311-336.
[50] Jones Thomas, W Earl Sasser. Why Satisfied Customers Defect. Harvard Business Review.1995(73):88-99.
[51] Michael A. Jones, David L., Mothersbaugh, Sharon E. Beatty. Why Customers Stay:Measuring The Underlying Dimensions Of Services Switching Costs And Managing Their Differential Strategic Outcomes [J]. Journal Of Business Research. 2002(55): 441-450.
[52] Ellen Garbarino, Mark Sjohnson. The Different Roles Of Satisfaction, Trust, And Commitment In Customer Relationships[J]. Journal Of Marketing. 1999(4): 70-87.
[53] Kai Kristensen, Anne Martensen, Lars Gronhold. Measuring The Impact of Buying Behaviour on Customer Satisfaction [J].Total Quality Management. 1999(7).
[54] Paul G Patterson. A Contingency Approach To Modeling Satisfaction With Management Consulting Services [J]. Journal Of Service Research. 2000(11): 138-153.
[55] Vikas Mittal, Wagner A Kamakura. Satisfaction, Repurchase Intent, And Repurchase Behavior: Investigating The Moderating Effect Of Customer Characteristics [J]. Journal Of Marketing Research. 2001(2): 131-142.
[56] Fred Seines, Kjell Gonhaug. Effects of Supplier Reliability and Benevolence in Business marketing [J]. Journal Of Business Research. 2000(49):259-271.
[57] Fornell C, Johnson M.D., Anderson E.W., Cha J. ,Bryant B.E.The American Customer Satisfaction Index: Nature, Purpose And Findings. Journal Of Marketing,Vol.60
[58] Bob E. Hayes. Measuring Customer Satisfaction. ASQ Quality Press, 1999.
[59] Anderson, Eugene W., Mary W. Sullivan. The Antecedents And Consequences Of Customer Satisfaction For Firms[J], Marketing Science. 1993(2): 125-143.
[60] Anderson, Eugene W., Fornell, Claes, Lehmann, Donald R.. Customer Satisfaction,Market Share, And Profitability: Findings From Sweden [J]. Journal Of Marketing.1994(3): 53-66.
[61] Fornell, Claes. The Science Of Satisfaction [J]. Harvard Business Review. 2001(3):120-121.
[62] Fornell, Claes, Michael D., Johnson. Differentiation As A Basis For Explaining Customer Satisfaction Across Industries[J]. Journal Of Economic Psychology. 1993(4):681-696.
[63] Johnson, Michael D., Claes, Fornell. A Framework For Comparing Customer Satisfaction Across Individuals And Product Categories [J]. Journal Of Economic Psychology. 1991(2): 267-286.
[64] Robert A. Westbrook, Richard L., Oliver. The Dimensionality Of Consumption Emotion Patterns And Consumer Satisfaction. Journal Of Consumer Research. 1991,18(4): 84-91.
[65] Richard W Olshavsky, John A Miller. Consumer Expectations, Product Performance, And Perceived Product Quality . Journal Of Marketing Research.1972(2):19.
[66] Rolph E Anderson. Consumer Dissatisfaction: The Effect Of Disconfirmed Expectancy On Perceived. Journal Of Marketing Research. 1973(2): 8-38.
[67] Richard L Oliver. A Cognitive Model Of The Antecedents And Consequences Of Satisfaction Decisions. Journal of Marketing Research. 1980(11):460.
[68] Swan, John E., Trawick, Frederick. Disconfirmation Of Expectations And Satisfaction With A Retail Service. Journal Of Retailing. Greenwich: 1981 (Fall).
[69] Gilberta Churchill, Carol Surprenant. An Investigation Into The Determinants Of Customer Satisfaction. Journal Of Marketing Research. 1982, 11.
[70] Bearden W O, Jesse E T. Selected Determinants Of Consumer Satisfaction And Complaint Reports[J].Journal Of Marketing Research. 1983,20(2): 21-28.
[71] Oliver R L. Cognitive, Affective, And Attribute Bases Of The Satisfaction Response[J]. Journal Of Consumer Research. 1993,20(12):418-430.
[72] Wirtzj. Improving The Measurement Of Customer Satisfaction: A Test Of Three Methods To Reduce Halo [J]. Managing Service Quality, 2001, 11(2): 99-111.
[73] Peterson R A , Wilson W R. Measuring Customer Satisfaction: Fact And Artifact [J]. Journal Of The Academy Of Marketing Science. 1992,20(1): 61-71.
[74] Robert J. The Determinants Of Service Quality: Satisfiers And Dissatisfiers[J].International Journal Of Service Industry Management. 1995, 6(5): 53-71.
[75] Babin B J, Griffin M. The Nature Of Satisfaction: An Updated Examination And Analysis[J]. Journal Of Business Research. 1998,41(2): 127-136.
[76] Haim M .Oliver R L. Assessing The Dimensionality And Structure Of The Consumption Experience: Evaluation, Feeling, And Satisfaction [J]. Journal Of Consumer Research, 1993,20(12): 451-466.
[77] Swan J E, Combs L J. Product Performance And Consumer Satisfaction: A New Concept [J]. Journal Of Marketing. 1976,40(4): 25-33.
[78] Maddox R N. Two Factor Theory And Consumer Satisfaction: Replication And Extension [J]. Journal Of Consumer Research. 1981, 8(6): 97-102.
[79] Westbrook R A, Oliver R L. The Dimensionality Of Consumption Emotion Patterns And Consumer Satisfaction [J]. Journal Of Consumer Research. 1991, 18(6): 84-91.
[80] Giese J L , Cote J A. Defining Consumer Satisfaction[J]. Academy Of Marketing Science Review .2000(1): 1-24.
[81] Gardial S F, Clemons D S, Woodruff R B, 等 Comparing Consumers' Recall Of Pre-Purchase And Post Purchase Product Evaluation Experiences [J]. Journal Of Consumer Research. 1994,21(3): 548-560.
[82] Claes F. A National Customer Satisfaction Barometer: The Swedish Experience [J].Journal Of Marketing. 1992, 56(1): 6-21.
[83] Herzber F. One More Time: How Do You Motivate Employees? [J]. Harvard Business Review. 2003, 81(1): 87-96.
[84] Dobni, D , G M Zinkhan. In Search Of Brand Image: A Foundation Analysis[J].Advances In Consumer Research. 1990(17): 110-119.
[85] Firat, A F , A Venkatesh. Liberatory Postmodernism And The Reenchantment Of Consumption[J]. Journal Of Consumer Research. 1995(22): 239-267.
[86] Cova, B. The Postmodern Explained To Managers : Implications For Marketing[J].Business Horizons. 1996(11): 15-23.
[87] Firat A F , Dholakia N, A Venkatesh. Marketing In The Postmodern World[J].European Journal Of Marketing. 1995 ,29(1): 40-54.
[88] Park C W, Jaworski B J, Macinnis. Strategic Brand Concept-Image Management [J] .Journal Of Marketing. 1986, 50(10):134-145.
[89] Hsieh M.H., Pan S.L., Setiono. Product-, Corporate-, And Country-Image Dimensions And Purchase Behavior: A Multi-country Analysis[J]. Journal Of The Academy Of Marketing Science. 2004,32(3): 251-270.
[90] Keller K L. Conceptualizing, Measuring, And Managing Customer-Based Brand Equity[J] Journal Of Marketing. 1993, 57(1): 1-22.
[91] Biel A L. How Brand Image Drives Brand Equity [J] .Journal Of Advertising Research. 1993 ,6(11): 6-12.
[92] Aaker J L. Dimensions Of Brand Personality[J]. Journal Of Marketing Research,1997,36(8): 347-356.
[93] Aaker D A. Managing Brand Equity[M]. New York: The Free Press, 1991.
[94] Aaker D A. Building Strong Brands[M]. New York: The Free Press, 1996.
[95] John D. R., Loken B., Kim K., Monga. Brand Concept Maps: A Methodology For Identifying Brand Association Networks. Journal Of Marketing Research. 2006,62 (11):549-563.
[96] R. Elliott. Exploring The Symbolic Meaning Of Brands [J] .British Journal Of Management. 1994, 5(9): 13-19.
[97] Coulter R H, G Zaltman. Using The Zaltman Metaphor Elicitation Technique To Understand Brand Images[J], Advances In Consumer Research. 1994(21): 501-507.
[98] Lawson R, S Balakrishnan. Developing And Managing Brand Image And Brand Concept Strategies[R]. American Marketing Association Winter Educators'Conference ,1998.
[99] Berthon P, Holbrook M B , J M Hulbert. Understanding And Managing The Brand Space[J]. MIT Sloan Management Review. 2003, (Win.): 49-54.
[100] Alden, D L, Steenkamp, Job E M, R Batra. Brand Positioning Through Advertising In Asia, North American, And Europe : The Role Of Global Consumer Culture[J]. Journal Of Marketing. 1999(63):75-87.
[101] M S Roth. Depth Versus Breadth Strategies For Global Brand Image Management [J]. Journal Of Advertising. 1992,21(2): 25-34.
[102] Mcenally M, L Chernatony. The Evolving Nature Of Branding: Consumer And Managerial Considerations[J]. Academy Of Marketing Science Review. 1999 (2): 1-26.
[103] Mingh, Hsieh. Identifying Brand Image Dimensionality And Measuring The Degree Of Brand Globalization: A Gross-National Study. Journal Of International Marketing Vol. 10, No.2,2002
[104] Aaker David. Managing Brand Equity: Capitalizing On The Value Of A Brand Name. New York: The Free Press, 1991.
[105] Monroe, Kent B., R.Krishnan. The Effect Of Price On Subjective Product Evaluation, Inperceived Quality: How Consumers View Stores And Merchandise[M]. Jacob And Jerry C.Lexington. MA; Lexington Books, 1985
[106] Peterson, Robert A., William R., Wilson. Perceived Risk And Price-Reliance Schema And Price-Perceived-Quality Mediators[M], In Perceived Quality, J.Jacoby And Jacob And Jerry C.Lexington. MA; Lexington Books, 1985
[107] Dodds, William B., Kent B., Monroe ,Dhruv Grewal. Effects Of Price, Brand And Store Information to Buyers Product Evaluation, Journal Of Marketing Research. 1991,28(8):307-319.
[108] Bilkey W.J. , Nes,E. Country-Of-Origin Effects On Product Evaluation. Journal Of International Business Studies. 1982(Spring/Summer): 89-99.
[109] Han, Min. Testing The Role Of Country Image In Consumer Choice Behavior.European Journal Of Marketing. 1990,24(6): 24-40.
[110] Samiee S. Consumer Evaluation Of Product In A Global Market.Journal Of International Business Studies. 1994,25(3):579-604.
[111] Bhattacherjee, A Individual Trust In Online Firms: Scale Development And Initial Test [J]. Journal Of Management Information Systems. 2002,19(1): 221-241.
[112] Cheung C, Lee M.K.O. Trust In Internet Shopping A Proposed Model And Measurement Instrument [M], In The Proceedings Of 6th Americas Conference On Information Systems, H.M. Chung (Ed1) ,2000,August, Long Beach, CA: 681-689.
[113] Burcbell B., Wilkinson F. Trust, Business Relationships And The Contractual Environment [J], Cambridge Journal Of Economics. 1997(3): 217-237.
[114] Morgan R. M., Hunt S.D. The Commitment Trust Theory Of Relationship Marketing [J]. Journal Of Marketing. 1994,58(7): 20-39.
[115] Moorman C, Deshpande R., Zaltman G. Factors Affecting Trust In Market Research Relationship [J]. Journal Of Marketing. 2993(57):81-101.
[116] Anderson J.C., Narus. A Model Of Distributor Firm And An Manufacturer Firm Working Partners[J]. Journal Of Marketing. 1990(1):42-58.
[117] Mayer R.C., Davie J.R., Schourman F.D. An Integrative Model Of Organizational Trust[J]. Academy Of Management Review, 1995,20(3): 709-734.
[118] Mcknight D., Harrison, Cummings, L.L., Chervany, N.L.. Initial Trust Formation In New Organizational Relationship[J]. Academy Of Management Review. 1998, 23(13) : 473-490.
[119] Rousseau, D.M., Sitkin, S.B., Burt,R.S.Camrer C.. Not So Different After All: A Cross Discipline View Of Trust[J]. Academy Of Management Review. 1998, 23 (3) :393-404.
[120] Nirmalya Kumar. The Power Of Trust Inmanufacture-Retailer Relationships [J].Harvard Business Review. 1996, Nov.-Dec.: 90-106.
[121] Berry L. L. Relationship Marketing Of Services-Growing Interest, Emerging Perspective. Journal Of The Academy Of Marketing Science. 1995,23(4): 236-245.
[122] Sirdeshmukh D., J.Singh, B.Sabol. Consumer Trust, Value, And Loyalty In Relational Exchanges. Journal Of Marketing. 2002,Vol. 66: 15-37.
[123] Singh J., D. Sirdeshmukh. Agency And Trust Mechanisms In Consumer Satisfaction And Loyalty Judgments. Journal Of The Academy Of Marketing Science.2000,28(1): 150-167.
[124] Garbarino E. ,M. S. Johnson. The Different Roles Of Satisfaction, Trust, And Commitment In Customer Relationships. Journal Of Marketing, 1999, Vol. 63: 70-87.
[125] Zucker L.G..The Production Of Trust: Institutional Sources Of Economic Structure. Research In Organizational Behavior. 1986, Vol.8: 55-111.
[126] Lewicki R.J., B. B. Bunker. Trust In Relationships. In Conflict, Cooperation And Justice, Jossey-Bass Publishers, 1995.
[127] Lyons, B., Mehta. Contracts, Opportunism And Trust: Self-Interest And Social Orientation. Cambridge Journal Of Economics. 1997(21): 239-257,
[128] Christian Gronroos. Quo Vadis, Marketing? Toward A Relationship Marketing Paradigm. Marketing Review. 2001(3): 129-146.
[129] Doney P. M., J. P. Cannon. An Examination Of The Nature Of Trust In Buyer-Seller Relationship. Journal Of Marketing, 1997(61): 35-51.
[130] Barney J. B., M. H. Hansen. Trust Worthiness As A Source Of Competitive Advantage. Strategic Management Journal. 1994(15): 175-190.
[131] Gefen D, Karahanna E, Straub D W. Trust And TAM In Online Shopping: An Integrated Model [J]. MIS Quarterly. 2003,27 (1): 51-90.
[132] Jarvenpaa S L, Tractinsky N, Vitale M. Consumer Trust In An Internet Store [J].Information Technology And Management. 2000,12(1): 45-71.
[133] Lewis J D, Weigert A. Trust As A Social Reality[J]. Social Forces, 1985 ,63(4):967-985.
[134] Lau G T, Lee S H. Consumers'Trust In A Brand And The Link To Brand Loyalty[J]. Journal Of Market-Focused Management. 1999,4(4): 341-370.
[135] Chaudhuri A , Holbrook M B. The Chain Of Effects From Brand Trust An Brand Affect To Brand Performance : The Role Of Brand Loyalty[J]. Journal Of Marketing.2001, 65(2): 81-93.
[136] Gefen D. Reflections On The Dimensions Of Trust And Trustworthiness Among Online Consumers [J]. The Database For Advances In Information Systems. 2002 ,33(3): 38-53.
[137] Solomon Michael R. Consumer Behavior, 4th Ed. [M]. Upper Saddle River NJ :Prentice Hall. 1999.
[138] Johnson J T, Barksdale Jr H C , Boles J S. The Strategic Role Of The Salesperson In Reducing Customer Defection In Business Relationships[J]. Journal Of Personal Sell And Sales Management. 2001,21 (Spring): 123-134.
[139] Ramsey R P, Sohi R S. Listening To Your Customers : The Impact Of Perceived Salesperson Listening Behavior On Relationship Outcomes[J]. Journal Of The Academy Of Marketing Science. 1997 ,25(2): 127-137.
[140] Broekner J. Making Sense Of Procedural Fairness: How High Procedural Fairness Can Reduce Or Heighten The Influence Of Outcome Favorability. The Academy of Management Review. 2002(27): 58-76.
[141] Broekner J., Joseph D., Joseph D.. When Trust Matters: The Moderating Effect Of Outcome Favorability. Administrative Science of Quarterly. 1997, vol.42 :558-83.
[142] Robinson S. L. Trust And Breach Of The Psychological Contract. Administrative Science of Quarterly. 1996(4): 574-599.
[143] Maddox R Neil. Two-Factor Theory And Consumer Satisfaction: Replication And Extension. Journal of Consumer Research. 1981(8): 97-102.
[144] Klemperer P. Markets With Consumer Switching Costs[J].The Quarterly Journal Of Economics. 1987(5): 375-387.
[145] Farrell J, Shapiro C. Dynamic Competition With Switching Costs[J]. Rand Journal Of Economics. 1988(1): 123-137.
[146] Shaffer G, Zhang Z. Pay To Switch Or Pay To Stay: Preference-Based Price Discrimination In Markets With Switching Costs[J]. Journal Of Economics Management.2000(3): 20-35.
[147] Aghion P., BoKon P. Contracts As Barrier To Entry [J]. American Economic Review, 1985(7): 388-401.
[148] Gerlach H A. Announcement, Entry, And Preemption When Consumers Have Switching Costs[J]. Rand Journal Of Economics. 2004(1): 25-36.
[149] Begona G.M. Technological Incompatibility, Endogenous Switching Costs And Lock -in[J]. The Journal Of Industrial Economics. 2001(3): 281-297.
[150] Borenstein S. Selling Costs And Switching Costs: Explaining Gasoline Margins [J]. Rand Journal Of Economics, 1991, (22) :354-369.
[151] Ozand Shy B. Aquick-And-Easy Method For Estimating Switching Costs[J].International Journal Of Industrial Organization. 2002(2): 71-87.
[152] Ruyter K, Wetzelsm , Bloemer J.. On The Relationship Between Perceived Service Quality, Service Loyalty And Switching Costs [J]. International Journal Of Service Industry Management. 1998(5): 436-450.
[153] Burnham T.A., Frels J, Mahajan V. Consumer Switching Costs: A Typology,Antecedents, And Consequences[J]. Journal Of The Academy Of Marketing Science,2003(2): 109-126.
[154] Susan M. K. Customer Switching Behavior In Service Industries: An Exploratory Study [J]. Journal Of Marketing. 1995(3): 71-82.
[155] Patterson P G, Smith T. A. Cross-Cultural Study Of Switching Barriers And Propensity To Stay With Service Providers[J]. Journal Of Retailing. 2003(2): 107 -120.
[156] Ping, R A J R. The Effects Of Satisfaction And Structural Constraints On Retailer Exiting, Voice, Loyalty, Opportunism , And Neglect [J]. Journal Of Retailing. 1993,69(3): 321-349.
[157] Weiss A M ,Anderson E. Converting From Independent To Employee Sales Forces : The Role Of Perceived Switching Costs[J]. Journal Of Marketing Research. 1992,29(1): 101-115.
[158] Jones T. O.,Mothersbough, Beatty. Switching Barriers And Repurchase Intentions In Services[J]. Journal Of Retailing. 2000, 76(2): 259-274.
[159] Klemperer P. D. Competition When Consumers Have Switching Cost [J]. Review Of Economic Studies. 1995,62(4): 515-539.
[160] Beggs A., Klemperer P D. Multiperiod Competition With Switching Costs[J].Economet Rica. 1992,60(3): 651 -666.
[161] Padilla A J . Revisiting Dynamic Duopoly With Consumer Switching Costs [J].Journal Of Economic Theory. 1995,67(2): 520-530.
[162] Nilssen, Tore. Two Kinds Of Consumer Switching Costs[J] .The Rand Journal Of Economics,1992,23(4): 579-589.
[163] Blattberg, Robert C, John Deighton. Managing Marketing By The Customer Equity Test[J]. Harvard Business Review. 1996,74(7/ 8): 136-144.
[164] Kim M. Banking Technology And The Existence Of A Consistent Output Aggregate[J]. Journal Of Monetary Economics. 1986(18): 181-195.
[165] Chen P, Hitt L M. Measuring Switching Costs And Their Determinants In Internet Enabled Businesses : A Study Of The Online Brokerage Industry[J].Information Systems Research. 2002,3(3): 255-274.
[166] Lund M. The Development Of Investment And Commitment Scales For Predicting Continuity Of Personal Relationships[J]. Journal Of Social And Personal Relationships. 1985,2(2): 3-23.
[167] Tucker W T. The Development Of Brand Loyalty[J] Journal Of Marketing Research. 1964, 1(3): 32-35.
[168] Kumar V, Shah D. Building And Sustaining Profitable Customer Loyalty For The 21st Century[J].Journal Of Retailing. 2004, 80(4): 317-330.
[169] Parasuraman A, Grewal D. The Impact Of Technology On The Quality-Value-Loyalty Chain: A Research Agenda[J]. Journal Of The Academy Of Marketing Science. 2000,28(1): 168-174.
[170] Cronin Jr, Joseph J, Brady M K, Hult G., Tomas M. Assessing The Effects Of Quality, Value, And Customer Satisfaction On Consumer Behavioral Intentions In Service Environments[J]. Journal Of Retailing. 2000,76(2): 193-218.
[171] Kayaman, Han, Arasli, Huseyin. Customer Based Brand Equity: Evidence From The Hotel Industry. Managing Service Quality. 2007,17(1): 92.
[172] Konecnik, Maja, Gartner, William C. Customer-Based Brand Equity For A Destination. Annals Of Tourism Research.2007,34(2): 400-421.
[173] Goala, Gilles. Customer Switching Resistance : The Effects Of Perceived Equity,Trust And Relationship Commitment. International Journal Of Service Industry Management. 2007, 18(5): 510-533.
[174] Bauer, Hans H, Sauer, Nicola E, Schmitt, Philipp. Customer-Based Brand Equity In The Team Sport Industry: Operationalization And Impact On The Economic Success Of Sport Teams.European Journal Of Marketing. 2005,39(5): 496-513.
[175] Bauer, Hans H, Hammerschmidt, Maik. Customer-Based Corporate Valuation:Integrating The Concepts Of Customer Equity And Shareholder Value. Management Decision. 2005,43(3): 331-348.
[176] Loyd, Bruce, Verhoef, Peter C. Customer Equity: Building And Managing Relationships As Valuable Assets. Long Range Planning. 2002,35(6): 657.
[177] Hogan, John E., Lemon, Katherine N., Rust, Roland T. Customer Equity Management: Charting New Directions For The Future Of Marketing. Journal Of Service Research. 2002, 5(1): 4.
[178] Bayon, Tomas. Customer Equity Marketing: Touching The Intangible. European Management Journal. 2002,20(3): 212.
[179] Beerli A, Martin J. D, Quintana A. A Model Of Customer Loyalty In The Retail Banking Market[J].European Journal Of Marketing,2004, Vol.3 Issue1/2:253-275.
[180] Bell S. J, Auh S., Smalley K. Customer Relationship Dynamics: Service Quality And Customer Loyalty In The Context Of Varying Levels Of Customer Expertise And Switching Costs[J]. Journal Of The Academy Of Marketing Science.2005,33(2): 169-183.
[181] Berry L. L. Cultivating Service Brand Equity[J]. Journal Of The Academy Of Marketing Science. 2000,28(1): 128-137.
[182] Blackwell S.A., Szeinbach S.L., BarnsesJ.H., The Antecedents Of Customer Loyalty[J]. Journal Of Service Research. 1999, 1(4):362-375.
[183] Caruana A.The Impact Of Switching Costs On Customer Loyalty: A Study Among Corporate Customers Of Mobile Telephony[J]. Journal Of Targeting,Measurement And Analysis For Marketing. 2004, 12(3): 256-268.
[184] McdougallH.G., Levesque T. Customer Satisfaction With Services: Putting Perceived Value Into The Equation[J]. Journal Of Service Marketing. 2000,Vol.14:392-396.
[185] Murray K.B. A Test Of Services Marketing Theory: Consumer Information Acquisition Activities[J]. Journal Of Marketing. 1991(55): 20-38.
[186] Pritchard H .O. A Member's Life Time Value[J]. Association Management.1991(6): 35-39.
[187] Rosenberg L.J., Czepiel J.A. A Marketing Approach For Customer Retention[J] Journal Of Consumer Marketing. 1983,1(2): 45-52.
[188] Ruyter K.D., Bloemer J. Customer Loyalty In Extended Service Settings [J],International Journal Of Service Industry Management. 1999(10):320-336.
[189] Ryan M.J. , Rayner R., Morrison. A Diagnosing Customer Loyalty Drivers[J].Marketing Research. 1999(2):58-61
[190] Blattberg, Robert, Getz, Gary, Thomas, Jacquelyn, Steinauer, Joan M. Managing Customer Retention. Incentive. 2002,176(4): 114-145.
[191] Blattberg R.C., Thomas J.S. Valuing, Analyzing And Managing The Marketing Function Using Customer Equity Principles. Unpublished Manuscript, Northwestern University, Evanston, II, 2000
[192] Bolton P.K., Kanman, Mathew D., Bramlett. Implications Of Loyalty Program Membership And Service Experiences For Customer Retention And Value, Journal Of The Academy Of Marketing Science. 2000,28(Winter): 95-108.
[193] Colombo R.A., D.G Morrison, A Brand switching Model With Implications For Marketing Strategies, Marketing Science. 1989(8): 89-99.
[194] Dowling, Grahame R., Mark Uncles. Do Customer Loyalty Programs Really Work?Sloan Management Review. 1997,38(Fall): 71-82.
[195]Drew J.H.,Mani D.R.,Betz A.L.,Dana P.,Targeting Customers With Statistical And Data-Mining Techniques.Journal Of Service Research.2001,3(3):205-219.
[196]Ganesh J.,Arnold M.J.,Reynolds K.E.Understanding The Customer Base Of Service Providers:An Examination Of The Differences Between Switchers And Stayers.Journal Of Marketing.2000,64(3):65-87.
[197]Jacoby Jacob,David B.,Kyner.Brand Loyalty Vs.Repeat Purchasing Behavior.Journal Of Marketing Research.1973(9):29-35.
[198]Nicholls,John G.The Competitive Ethos And Democratic Education.Cambridge,MA:Harvard University Press,1989
[199]Paul D.,Berger,Nada,Nasr,Bechwati.The Allocation Of Promotion Budget To Maximize Customer Equity.Omega.2001,29(Feb):49-61.
[200]Paul,Valentine,Ngobo.Drivers Of Customers'Cross-Buying Intentions.European Journal Of Marketing.2004,38(9/10)
[201]Schurr Paul H.,Julie L.Ozanne.Influences On Exchange Processes:Buyers'Preconceptions Of A Seller's Trustworthiness And Bargaining Toughness.Journal Of Consumer Research.1985(11):939-953.
[202]Mark.E.Parry著,李屹松译.战略营销管理.中国财政经济出版社,2003.
[203]杨龙,王永贵.顾客价值及其驱动因素.管理世界,2002,(6):146-147.
[204]白长虹,廖伟.基于顾客感知价值的顾客满意研究,南开学报,2001,(6):14-20.
[205]唐晓芬.顾客满意度测评.上海:上海科学技术出版社,2001
[206]白长虹.西方的顾客价值研究及其实践启示.南开管理评论,2001,(4):51-55.
[207]王成慧,叶生洪.顾客价值理论的发展分析及对实践的启示.价值工程,2002,(6):24-28.
[208]白长虹,刘炽.服务企业的顾客忠诚及其决定因素研究.南开管理评论。2002,(6):64-69.
[209]郑立明,何宏金.顾客价值分析模型.商业研究,2004,(4)
[210]马秀芳.顾客价值探测方法研究:[硕士学位论文].大连:大连理工大 学,2002.
[211]蔡翔,陶学禹.顾客价值及其分析模型.经济管理,2003,(6):56-60.
[212]何晓群.现代统计分析方法与应用.北京:北京大学出版社,1998.
[213]崔立新.顾客感知服务质量的价值曲线评价方法.南开管理评论,2001(6):21-25.
[214]汪涛,徐岚.顾客资产的构成与测量.经济管理,2002,(24):48-52.
[215]姚钟华.企业获取核心竞争力的顾客价值分析.江西社会科学,2002,(2):145-146.
[216]段艳红,高保中.浅议现代营销管理中的顾客价值与顾客满意.生产力研究,2001,(6):142-144.
[217]覃蓉芳,武振业.一个以顾客价值为中心的组织结构框架.世界科技研究与发展,2001,23(2):86-89.
[218]马云峰,郭新有.论顾客价值的推动要素.武汉科技大学学报,2002,(4)
[219]菲利普·科特勒著.洪瑞云等译.市场营销管理(亚洲版)[M].北京:中国人民大学出版社,2000
[220]王晓玉.顾客价值绩效的测定与提升.价值工程,2003,(1):24-27
[221]王永贵.服务质最、顾客满意与顾客价值的关系剖析—基于电信产业的招合框架.武汉理工大学学报,2002,(12):579-587.
[222]严浩仁:试论顾客忠诚的影响因素与理论模型[J].商业经济与管理,2005,(4):61-65.
[223]于秀林,任雪松.多元统计分析[M].北京:中国统计出版社,1999.
[224]侯海青.顾客满意度的定量评价方法[J].西安石油学院学报(社会科学版),2000,(3):42-44.
[225]王永清,严浩仁.顾客满意度的测评[J].经济管理,2000(8):36-38.
[226]许召元.顾客满意度的市场价值.质量春秋,2001(3)
[227]简明,易丹辉.构建中国顾客满意度指数(CCSI)测评体系的思考.中国质量,2001(8):3-19.
[228]嵇翔.谈顾客满意度测评.石油工业技术,2001(6):84-99.
[229]陈华,王新平.顾客满意度指数测评方法及其应用.西北农林科技大学学报 (社会科学版),2003(5):30-85.
[230]樊天顺.用户满意度测评在中国:发展与展望[J].中国质量,2003,(3):4-6.
[231]范秀成,陈洁.品牌形象综合测评模型及其应用.南开学报(哲学社会科学版),2003,(3)
[232]何佳讯编著.品牌形象策划——透视品牌经营,1998
[233]焦璇,吕建红,陈毅文.品牌形象系统的因素结构.心理学报,2004,(03)
[234]罗子明.品牌形象的构成及其测量.北京工商大学学报(社会科学版),2001,(7)
[235]金立印.基与个性及品牌认同的品牌资产驱动模型研究.北京工商大学学报(社会科学版,2006,(1)
[236]郭秀英,吕佳祥,吴兴明;品牌形象评价方法研究[J]:商业研究:2006,(22)
[237]于春玲,王海忠,赵平,林冉.品牌忠诚驱动因素的区域差异分析[J].中国工业经济,2005,(12)
[238]王海忠,于春玲,赵平.品牌资产的消费者模式与产品市场产出模式的关系[J].管理世界,2006,(1)
[239]宁昌会.基于消费者效用的品牌权益模型及应用[J].中国工业经济,2005(10)
[240]何佳讯.中外企业的品牌资产差异及管理建议——基于CBRQ量表的实证研究[J].中国工业经济,2006,(8)
[241]丘永梅,黄合水.品牌形象及其比较研究回顾[J].广告大观(理论版).2007,(2)
[242]苏凡,蓝燕玲,黄合水.国内外品牌形象的比较研究[J].广告大观(理论版).2007,(5)
[243]吴良国.传统品牌塑造模式面临的挑战及对策探讨[J].科技与管理,2005,(3)
[244]刘勇.论品牌对消费者的作用机理.兰州学刊,2006,(08)
[245]李晋生,张欣瑞.基于顾客忠诚提升的品牌忠诚驱动因素研究[J].商场现代 化,2007,(19)
[246]刘建新.顾客信任的形成机理及其营销管理研究[J].经济问题探索,2006(2):122-127.
[247]金玉芳,董大海.消费者信任影响因素实证研究——基于过程的观点[J].管理世界,2004(7):93-99.
[248]汪涛,徐岚.顾客资产与竞争优势[J].中国软科学,2002,(1):52-56.
[249]陈振学.顾客资产:企业竞争力的核心源泉[J].经济论坛,2003,(3):26-27。
[250]王素芬,汤兵勇.客户终身价值模型的研究[J].黑龙江大学自然科学学报,2002,19(2):24-27.
[251]刘建新,陈雪阳.顾客资产的形成机理与增值策略[J].商业经济与管理,2005,(3):42-49.
[252]王月兴.顾客忠诚的驱动因素及其作用[J].山东大学学报,2002,(4):103-107.
[253]严浩仁,贾生华.顾客满意向顾客忠诚的转换机理研究综述[J].山西财经大学学报,2003,25(6):65-68.
[254]徐岚.顾客资产的获得与保留[J].经济管理·新管理,2004,(4)
[255]侯海青.以顾客资产经营提升企业营销质量[J].商场现代化,2005,(12):221-222.
[256]邬金涛,赵汴.顾客终身价值量化模型研究述评[J].广东商学院学报,2005,(6):71-76.
[257]汪纯孝,韩小芸,田金梅.顾客资产管理[J].商业经济文荟,2002,(2):33-35
[258]杨永恒,王永贵.顾客关系管理的内涵、驱动因素及成长维度[J].南开管理评论,2002,(2):48-52.
[259]陈明亮.生命周期不同阶段客户重复购买意向决定因素的实证研究[J].管理世界,2002,(11):93-99.
[260]张慧敏.财务视角:顾客资产定位探折[J].现代财经,2004,24(7):45-47.
[261]陈向阳.顾客资产价值预测模型及其在营销决策中的应用.数量经济技术经济研究,2003,(5):158-161.
[262]候桂凡.顾客资本的形成与管理.当代经济研究,2000,(7):58-60.
[263]郭朝阳,俞满娇.顾客资产度量及顾客终身价值.经济管理·新管理.2004,(20):54-60.
[264]韩经纶,韦福祥.顾客满意与顾客忠诚互动关系研究.南开管理评论.2001,(6):8-11.
[265]刘英姿,姚兰.几种顾客资产计算方法的比较分析.工业工程与管理,2003,(5):49-52.
[266]刘怀伟.商务市场中顾客关系的持续机制研究—基于顾客的视角.浙江大学博士论文,2003.
[267]齐佳音.顾客价值研究.西安交通大学博士学位论文,2002.
[268]汪涛,李真贞.顾客资产的质量分析.经济管理·新管理.2003,(10):57-62.
[269]寇小萱,赵晋霞.论交叉销售在我国电信行业的应用[J].科技情报开发与经济,2006,16(11):108-110.
[270]胡左浩,郑兆红.顾客生涯价值概念及其对CRM的启示[J].外国经济与管理,2001,23(4):43-48.
[271]王淑珍,赵邦宏,张润清.资产评估统计与预测[M].第1版.北京:中国财政经济出版社,2001.
[272]侯杰泰,温忠麟,成子娟.结构方程模型及其应用[M].北京:教育科学出版社,2006.
[273]张言彩.顾客转换障碍的内涵及其在营销中的应用[J].商业研究,2006,(13)
[274]张言彩.转换障碍对满意和重复购买意图影响的实证分析[J].消费经济,2007,(5)
[2] Dan Sarel, Howard Marmorstein. A Strategic Orientation For E-Commerce Investments: A Customer Equity Approach [J]. Journal Of Targeting, Measurement And Analysis For Marketing 2003,11(2): 110-123.
[3] Michael Lewis. Incorporating Strategic Consumer Behavior Into Customer Valuation [J]. Journal of Marketing. 2005,69(10): 230-238.
[4] Saharon Rosset, Einat Neumann, Uri Eick, Nurit Vatnik. Customer Lifetime Value Models For Decision Support [J]. Data Mining And Knowledge Discovery. 2003, (7) :321-339.
[5] Hans H. Bauer, Maik Hammerschmidt, Matthias Braehler. The Customer Lifetime Value Concept and Its Contribution To Corporate Valuation. Yearbook Of Marketing And Consumer Research. 2003, Vol.1
[6] Phillip E. Pfeifer. On The Use Of Customer Lifetime Value As A Limit On Acquisition Spending. Journal Of Database Marketing [J]. 1999, 7(1): 81-86.
[7] Saharon Rosset, Einat Neumann ,Uri Eick ,Nurit Vatnik ,Yizhak Idan. Customer Lifetime Value Modeling And Its Use For Customer Retention Planning. SIGKDD '02,July 23-26,2002, Edmonton, Alberta, Canada.
[8] Phillip E. Pfeifer, Paul W. Farris. The Elasticity Of Customer Value To Retention:The Duration Of A Customer Relationship. Journal Of Interactive Marketing, 18(2),2004.
[9] Robert C. Blatterberg And John Deighton. Manage Marketing By The Customer Equity Test.Harvard Business Review. 1996, July-August.
[10] Tim Ambler, Flora Kokkinaki, Stefano Puntoni. Assessing Marketing Performance:Reasons For Metrics Selection. Journal Of Marketing Management. 2004(20): 475-498.
[11] Sunil Gupta, Donald R. Lehmann, Jennifer Ames Stuart. Valuing Customers. Journal Of Marketing Research. Vol. 2004(2): 7-18.
[12] Michael J., Dorsch, Les Carlson. A Trasaction Approach To Understanding And Managing Customer Equity. Journal Of Business Research. 1996(35): 253-264.
[13] Annika Ravald, Christian Gronroos.The Value Concept And Relationship Marketing.European Journal Of Marketing. 1996,30(2): 19-30.
[14] Valerie A. Taylor. Price Effects On Brand Extension Quality Evaluations. Journal Of Empirical Generalisations In Marketing Science. 2002(7): 1-19.
[15] Adrian Payne, Sue Holt ,Pennie Frow. Relationship Value Management: Exploring The Integration Of Employee, Customer And Shareholder Value And Enterprise Performance Models. Journal Of Marketing Management. 2001(17): 785-817.
[16] Beger P. D., Bolton R. N., Bowman D., Briggs E., Kumar V., Parasuraman A.And Teery C. .Marketing Actions And The Value Of Customer Assets. Journal Of Service Research. 2002, 1(5):39-54.
[17] RC Blattberg, G Getz, JS Thomas . Customer Equity: Building And Managing Relationships As Valuable Assets. Boston:Harvard Business School Press, 2001.
[18] Villanueva J, Yoo S, Hanssens DM. Customer Acquisition Channels And Customer Equity: A Long-Run View. Working Paper. University Of California, Los Angeles,2003.
[19] RT Rust, KN Lemon, VA Zeithaml. Driving Customer Equity: Linking Customer Lifetime Value To Strategic Marketing Decisions. Marketing Science Institute,Cambridge, Mass, 2001.
[20] Berry, Leonard L., Barbone, Lewis P., Haeckel, Stephan H. Managing The Total Customer Experience. Mit Sloan Management Review. 2002,3(43):85.
[21] Rust, Roland T., Lemon, Katherine N., Zeithaml, Valarie A.. Return On Marketing:Using Customer Equity To Focus Marketing Strategy .Journal Of Marketing. 2004,1(68):109-127.
[22] Zeithaml, V. Consumer Perception Of Price, Quality And Value: A Means-End Model And Synthesis Of Evidence .Journal Of Marketing. 1988,52(7):2-22.
[23] Woodruff R.B. Customer Value: The Next Source For Competitive Advantage.Journal Of The Academy Of Marketing Science. 1997, (25) :139-153.
[24] Gronroos. Value-Driven Relationship Marketing From Products To Resources And Competences. Journal Of Marketing Management. 1997(13).
[25] Zeithaml Valarie A., Parasuraman A. Berry Leonard. Delivering Quality Service,Balancing Customer Perceptions And Expectations. New York: The Free, 1990.
[26] Robert B. Woodruff And Sarh F. Gardial, Know Your Customer: New Approach To Understanding Customer Value And Satisfaction. Blackwell Publishers Inc., 1996.
[27] Anderson, James C., Dipak C, Jain, And Pradeep K., Chintagunta. Customer Value Assessment In Business Marketing: A State-Pratice Study". Journal Of Business-To-Business Marketing. 1993,1(1):3-29.
[28] Buz, Howard E., Jr. , Leonard. Measuring Customer Value: Gaining The Strategic Advantage. Organizational Dynamics . 1996(24):63-77.
[29] Alexander Chernev, Gregorys Carpenter. The Role Of Market Efficiency Efficiency Intuitions In Consumer Choice: A Case Of Compensatory Inference. Journal Of Marketing Research. 2001,38(8):349-361.
[30] Acquelyn S., Thomas. A Methodology For Linking Customer Acquisition To Customer Retention. Journal Of Marketing Research. 2001,38(5):262-268.
[31] Wayne S. Desarbo, Kamel Jedidi , Indrajit Sinha. Customer Value Analysis In A Heterogenous Market, 2001.
[32] Kenichi Ohmane.Getting Back To Strategy. Harvard Business Review. 1998, 11-12.
[33] Doyle, Mona. New Ways Of Measuring Value. Progressive Grocer-Value, Executive Report. 1984,15-19.
[34] Sandra Vandermerwe. How Increase Value To Customers Improves Business Results. Sloan Management Review. 2000,27-37.
[35] WilsonDT , Jantrania. Understanding The Value Of Relationship. Asia-Australia Marketing Journal. 1994,2(1): 55-56.
[36] Woodall, Tony. Conceptuslising Value For The Customer: An Attributional,Structural And Dispositonal Analysis. Academy Of Marketing Science Review, 2003.
[37] Bradley T., Gale. Managing Customer Value: Creating Quality And Service That Customers Can See[M]. New York: The Free Press, 1994.
[38] Daniel J., Robert B. Woodruff, Sarah Fisher Gardial. Customer Value Change In Industrial Marketing Relationships: A Call For Never Strategies And Research [J].Industrial Marketing Management. 1997 (26): 163-173.
[39] Peter J. P., Olson J.C. Consumer Behavior And Marketing Strategy(Fourth Edition) [M].New York: Mcgraw-Hill Book Co.,1996.
[40] Parasuaman, Zeithaml, Berry. A Conceptual Model Of Service Quality And Its Implications For Future Research. Journal Of Marketing. 1985(49):41-50.
[41] Mc Dougall, Levesque. Customer Satisfaction With Services: Put Perceived Value Into The Equation. Journal Of Services Marketing. 2000,14(5).
[42] Parasuraman. Reflections on Gaining Competitive Advantage Through Customer Value. Journal Of The Academy Of Marketing Science. 1997,25(2): 154-161.
[43] Blackwell, Szeinbach, Barnes, Garner, Bush. The Antecedents Of Customer Loyalty.Journal Of Service Research. 1999,1(4):362-375.
[44] Morris B., Holbrook. The Nature of Customer Value: An Axiology Of Services In The Consumption Experience. Service Quality. 1994,21-71.
[45] Slater. Developing a Customer Value-Based Theory Of The Firm. Journal Of The Academy Of Marketing Science. 1997,25(2): 162-167.
[46] Oliver R.. Effect Of Satisfaction And Its Antecedents On Consumer Preference And Intention [J]. Advances In Consumer Research, 1981(8): 88-93.
[47] Tse D A, W P C. Models Of Consumer Satisfaction Formation and Extension [J].Journal of Marketing. 1988(25):204-212.
[48] Westbrook R A, R M D. An Alternative To The Disconfirmation Of Expectation There Of Consumer Satisfaction [J]. Advances In Consumer Research. 1983 (10):256-261.
[49] Oliver, Rust, Varki. Customer Delight: Findings, And Managerial Insight[J].Journal Of Retailing. 1997,73(3): 311-336.
[50] Jones Thomas, W Earl Sasser. Why Satisfied Customers Defect. Harvard Business Review.1995(73):88-99.
[51] Michael A. Jones, David L., Mothersbaugh, Sharon E. Beatty. Why Customers Stay:Measuring The Underlying Dimensions Of Services Switching Costs And Managing Their Differential Strategic Outcomes [J]. Journal Of Business Research. 2002(55): 441-450.
[52] Ellen Garbarino, Mark Sjohnson. The Different Roles Of Satisfaction, Trust, And Commitment In Customer Relationships[J]. Journal Of Marketing. 1999(4): 70-87.
[53] Kai Kristensen, Anne Martensen, Lars Gronhold. Measuring The Impact of Buying Behaviour on Customer Satisfaction [J].Total Quality Management. 1999(7).
[54] Paul G Patterson. A Contingency Approach To Modeling Satisfaction With Management Consulting Services [J]. Journal Of Service Research. 2000(11): 138-153.
[55] Vikas Mittal, Wagner A Kamakura. Satisfaction, Repurchase Intent, And Repurchase Behavior: Investigating The Moderating Effect Of Customer Characteristics [J]. Journal Of Marketing Research. 2001(2): 131-142.
[56] Fred Seines, Kjell Gonhaug. Effects of Supplier Reliability and Benevolence in Business marketing [J]. Journal Of Business Research. 2000(49):259-271.
[57] Fornell C, Johnson M.D., Anderson E.W., Cha J. ,Bryant B.E.The American Customer Satisfaction Index: Nature, Purpose And Findings. Journal Of Marketing,Vol.60
[58] Bob E. Hayes. Measuring Customer Satisfaction. ASQ Quality Press, 1999.
[59] Anderson, Eugene W., Mary W. Sullivan. The Antecedents And Consequences Of Customer Satisfaction For Firms[J], Marketing Science. 1993(2): 125-143.
[60] Anderson, Eugene W., Fornell, Claes, Lehmann, Donald R.. Customer Satisfaction,Market Share, And Profitability: Findings From Sweden [J]. Journal Of Marketing.1994(3): 53-66.
[61] Fornell, Claes. The Science Of Satisfaction [J]. Harvard Business Review. 2001(3):120-121.
[62] Fornell, Claes, Michael D., Johnson. Differentiation As A Basis For Explaining Customer Satisfaction Across Industries[J]. Journal Of Economic Psychology. 1993(4):681-696.
[63] Johnson, Michael D., Claes, Fornell. A Framework For Comparing Customer Satisfaction Across Individuals And Product Categories [J]. Journal Of Economic Psychology. 1991(2): 267-286.
[64] Robert A. Westbrook, Richard L., Oliver. The Dimensionality Of Consumption Emotion Patterns And Consumer Satisfaction. Journal Of Consumer Research. 1991,18(4): 84-91.
[65] Richard W Olshavsky, John A Miller. Consumer Expectations, Product Performance, And Perceived Product Quality . Journal Of Marketing Research.1972(2):19.
[66] Rolph E Anderson. Consumer Dissatisfaction: The Effect Of Disconfirmed Expectancy On Perceived. Journal Of Marketing Research. 1973(2): 8-38.
[67] Richard L Oliver. A Cognitive Model Of The Antecedents And Consequences Of Satisfaction Decisions. Journal of Marketing Research. 1980(11):460.
[68] Swan, John E., Trawick, Frederick. Disconfirmation Of Expectations And Satisfaction With A Retail Service. Journal Of Retailing. Greenwich: 1981 (Fall).
[69] Gilberta Churchill, Carol Surprenant. An Investigation Into The Determinants Of Customer Satisfaction. Journal Of Marketing Research. 1982, 11.
[70] Bearden W O, Jesse E T. Selected Determinants Of Consumer Satisfaction And Complaint Reports[J].Journal Of Marketing Research. 1983,20(2): 21-28.
[71] Oliver R L. Cognitive, Affective, And Attribute Bases Of The Satisfaction Response[J]. Journal Of Consumer Research. 1993,20(12):418-430.
[72] Wirtzj. Improving The Measurement Of Customer Satisfaction: A Test Of Three Methods To Reduce Halo [J]. Managing Service Quality, 2001, 11(2): 99-111.
[73] Peterson R A , Wilson W R. Measuring Customer Satisfaction: Fact And Artifact [J]. Journal Of The Academy Of Marketing Science. 1992,20(1): 61-71.
[74] Robert J. The Determinants Of Service Quality: Satisfiers And Dissatisfiers[J].International Journal Of Service Industry Management. 1995, 6(5): 53-71.
[75] Babin B J, Griffin M. The Nature Of Satisfaction: An Updated Examination And Analysis[J]. Journal Of Business Research. 1998,41(2): 127-136.
[76] Haim M .Oliver R L. Assessing The Dimensionality And Structure Of The Consumption Experience: Evaluation, Feeling, And Satisfaction [J]. Journal Of Consumer Research, 1993,20(12): 451-466.
[77] Swan J E, Combs L J. Product Performance And Consumer Satisfaction: A New Concept [J]. Journal Of Marketing. 1976,40(4): 25-33.
[78] Maddox R N. Two Factor Theory And Consumer Satisfaction: Replication And Extension [J]. Journal Of Consumer Research. 1981, 8(6): 97-102.
[79] Westbrook R A, Oliver R L. The Dimensionality Of Consumption Emotion Patterns And Consumer Satisfaction [J]. Journal Of Consumer Research. 1991, 18(6): 84-91.
[80] Giese J L , Cote J A. Defining Consumer Satisfaction[J]. Academy Of Marketing Science Review .2000(1): 1-24.
[81] Gardial S F, Clemons D S, Woodruff R B, 等 Comparing Consumers' Recall Of Pre-Purchase And Post Purchase Product Evaluation Experiences [J]. Journal Of Consumer Research. 1994,21(3): 548-560.
[82] Claes F. A National Customer Satisfaction Barometer: The Swedish Experience [J].Journal Of Marketing. 1992, 56(1): 6-21.
[83] Herzber F. One More Time: How Do You Motivate Employees? [J]. Harvard Business Review. 2003, 81(1): 87-96.
[84] Dobni, D , G M Zinkhan. In Search Of Brand Image: A Foundation Analysis[J].Advances In Consumer Research. 1990(17): 110-119.
[85] Firat, A F , A Venkatesh. Liberatory Postmodernism And The Reenchantment Of Consumption[J]. Journal Of Consumer Research. 1995(22): 239-267.
[86] Cova, B. The Postmodern Explained To Managers : Implications For Marketing[J].Business Horizons. 1996(11): 15-23.
[87] Firat A F , Dholakia N, A Venkatesh. Marketing In The Postmodern World[J].European Journal Of Marketing. 1995 ,29(1): 40-54.
[88] Park C W, Jaworski B J, Macinnis. Strategic Brand Concept-Image Management [J] .Journal Of Marketing. 1986, 50(10):134-145.
[89] Hsieh M.H., Pan S.L., Setiono. Product-, Corporate-, And Country-Image Dimensions And Purchase Behavior: A Multi-country Analysis[J]. Journal Of The Academy Of Marketing Science. 2004,32(3): 251-270.
[90] Keller K L. Conceptualizing, Measuring, And Managing Customer-Based Brand Equity[J] Journal Of Marketing. 1993, 57(1): 1-22.
[91] Biel A L. How Brand Image Drives Brand Equity [J] .Journal Of Advertising Research. 1993 ,6(11): 6-12.
[92] Aaker J L. Dimensions Of Brand Personality[J]. Journal Of Marketing Research,1997,36(8): 347-356.
[93] Aaker D A. Managing Brand Equity[M]. New York: The Free Press, 1991.
[94] Aaker D A. Building Strong Brands[M]. New York: The Free Press, 1996.
[95] John D. R., Loken B., Kim K., Monga. Brand Concept Maps: A Methodology For Identifying Brand Association Networks. Journal Of Marketing Research. 2006,62 (11):549-563.
[96] R. Elliott. Exploring The Symbolic Meaning Of Brands [J] .British Journal Of Management. 1994, 5(9): 13-19.
[97] Coulter R H, G Zaltman. Using The Zaltman Metaphor Elicitation Technique To Understand Brand Images[J], Advances In Consumer Research. 1994(21): 501-507.
[98] Lawson R, S Balakrishnan. Developing And Managing Brand Image And Brand Concept Strategies[R]. American Marketing Association Winter Educators'Conference ,1998.
[99] Berthon P, Holbrook M B , J M Hulbert. Understanding And Managing The Brand Space[J]. MIT Sloan Management Review. 2003, (Win.): 49-54.
[100] Alden, D L, Steenkamp, Job E M, R Batra. Brand Positioning Through Advertising In Asia, North American, And Europe : The Role Of Global Consumer Culture[J]. Journal Of Marketing. 1999(63):75-87.
[101] M S Roth. Depth Versus Breadth Strategies For Global Brand Image Management [J]. Journal Of Advertising. 1992,21(2): 25-34.
[102] Mcenally M, L Chernatony. The Evolving Nature Of Branding: Consumer And Managerial Considerations[J]. Academy Of Marketing Science Review. 1999 (2): 1-26.
[103] Mingh, Hsieh. Identifying Brand Image Dimensionality And Measuring The Degree Of Brand Globalization: A Gross-National Study. Journal Of International Marketing Vol. 10, No.2,2002
[104] Aaker David. Managing Brand Equity: Capitalizing On The Value Of A Brand Name. New York: The Free Press, 1991.
[105] Monroe, Kent B., R.Krishnan. The Effect Of Price On Subjective Product Evaluation, Inperceived Quality: How Consumers View Stores And Merchandise[M]. Jacob And Jerry C.Lexington. MA; Lexington Books, 1985
[106] Peterson, Robert A., William R., Wilson. Perceived Risk And Price-Reliance Schema And Price-Perceived-Quality Mediators[M], In Perceived Quality, J.Jacoby And Jacob And Jerry C.Lexington. MA; Lexington Books, 1985
[107] Dodds, William B., Kent B., Monroe ,Dhruv Grewal. Effects Of Price, Brand And Store Information to Buyers Product Evaluation, Journal Of Marketing Research. 1991,28(8):307-319.
[108] Bilkey W.J. , Nes,E. Country-Of-Origin Effects On Product Evaluation. Journal Of International Business Studies. 1982(Spring/Summer): 89-99.
[109] Han, Min. Testing The Role Of Country Image In Consumer Choice Behavior.European Journal Of Marketing. 1990,24(6): 24-40.
[110] Samiee S. Consumer Evaluation Of Product In A Global Market.Journal Of International Business Studies. 1994,25(3):579-604.
[111] Bhattacherjee, A Individual Trust In Online Firms: Scale Development And Initial Test [J]. Journal Of Management Information Systems. 2002,19(1): 221-241.
[112] Cheung C, Lee M.K.O. Trust In Internet Shopping A Proposed Model And Measurement Instrument [M], In The Proceedings Of 6th Americas Conference On Information Systems, H.M. Chung (Ed1) ,2000,August, Long Beach, CA: 681-689.
[113] Burcbell B., Wilkinson F. Trust, Business Relationships And The Contractual Environment [J], Cambridge Journal Of Economics. 1997(3): 217-237.
[114] Morgan R. M., Hunt S.D. The Commitment Trust Theory Of Relationship Marketing [J]. Journal Of Marketing. 1994,58(7): 20-39.
[115] Moorman C, Deshpande R., Zaltman G. Factors Affecting Trust In Market Research Relationship [J]. Journal Of Marketing. 2993(57):81-101.
[116] Anderson J.C., Narus. A Model Of Distributor Firm And An Manufacturer Firm Working Partners[J]. Journal Of Marketing. 1990(1):42-58.
[117] Mayer R.C., Davie J.R., Schourman F.D. An Integrative Model Of Organizational Trust[J]. Academy Of Management Review, 1995,20(3): 709-734.
[118] Mcknight D., Harrison, Cummings, L.L., Chervany, N.L.. Initial Trust Formation In New Organizational Relationship[J]. Academy Of Management Review. 1998, 23(13) : 473-490.
[119] Rousseau, D.M., Sitkin, S.B., Burt,R.S.Camrer C.. Not So Different After All: A Cross Discipline View Of Trust[J]. Academy Of Management Review. 1998, 23 (3) :393-404.
[120] Nirmalya Kumar. The Power Of Trust Inmanufacture-Retailer Relationships [J].Harvard Business Review. 1996, Nov.-Dec.: 90-106.
[121] Berry L. L. Relationship Marketing Of Services-Growing Interest, Emerging Perspective. Journal Of The Academy Of Marketing Science. 1995,23(4): 236-245.
[122] Sirdeshmukh D., J.Singh, B.Sabol. Consumer Trust, Value, And Loyalty In Relational Exchanges. Journal Of Marketing. 2002,Vol. 66: 15-37.
[123] Singh J., D. Sirdeshmukh. Agency And Trust Mechanisms In Consumer Satisfaction And Loyalty Judgments. Journal Of The Academy Of Marketing Science.2000,28(1): 150-167.
[124] Garbarino E. ,M. S. Johnson. The Different Roles Of Satisfaction, Trust, And Commitment In Customer Relationships. Journal Of Marketing, 1999, Vol. 63: 70-87.
[125] Zucker L.G..The Production Of Trust: Institutional Sources Of Economic Structure. Research In Organizational Behavior. 1986, Vol.8: 55-111.
[126] Lewicki R.J., B. B. Bunker. Trust In Relationships. In Conflict, Cooperation And Justice, Jossey-Bass Publishers, 1995.
[127] Lyons, B., Mehta. Contracts, Opportunism And Trust: Self-Interest And Social Orientation. Cambridge Journal Of Economics. 1997(21): 239-257,
[128] Christian Gronroos. Quo Vadis, Marketing? Toward A Relationship Marketing Paradigm. Marketing Review. 2001(3): 129-146.
[129] Doney P. M., J. P. Cannon. An Examination Of The Nature Of Trust In Buyer-Seller Relationship. Journal Of Marketing, 1997(61): 35-51.
[130] Barney J. B., M. H. Hansen. Trust Worthiness As A Source Of Competitive Advantage. Strategic Management Journal. 1994(15): 175-190.
[131] Gefen D, Karahanna E, Straub D W. Trust And TAM In Online Shopping: An Integrated Model [J]. MIS Quarterly. 2003,27 (1): 51-90.
[132] Jarvenpaa S L, Tractinsky N, Vitale M. Consumer Trust In An Internet Store [J].Information Technology And Management. 2000,12(1): 45-71.
[133] Lewis J D, Weigert A. Trust As A Social Reality[J]. Social Forces, 1985 ,63(4):967-985.
[134] Lau G T, Lee S H. Consumers'Trust In A Brand And The Link To Brand Loyalty[J]. Journal Of Market-Focused Management. 1999,4(4): 341-370.
[135] Chaudhuri A , Holbrook M B. The Chain Of Effects From Brand Trust An Brand Affect To Brand Performance : The Role Of Brand Loyalty[J]. Journal Of Marketing.2001, 65(2): 81-93.
[136] Gefen D. Reflections On The Dimensions Of Trust And Trustworthiness Among Online Consumers [J]. The Database For Advances In Information Systems. 2002 ,33(3): 38-53.
[137] Solomon Michael R. Consumer Behavior, 4th Ed. [M]. Upper Saddle River NJ :Prentice Hall. 1999.
[138] Johnson J T, Barksdale Jr H C , Boles J S. The Strategic Role Of The Salesperson In Reducing Customer Defection In Business Relationships[J]. Journal Of Personal Sell And Sales Management. 2001,21 (Spring): 123-134.
[139] Ramsey R P, Sohi R S. Listening To Your Customers : The Impact Of Perceived Salesperson Listening Behavior On Relationship Outcomes[J]. Journal Of The Academy Of Marketing Science. 1997 ,25(2): 127-137.
[140] Broekner J. Making Sense Of Procedural Fairness: How High Procedural Fairness Can Reduce Or Heighten The Influence Of Outcome Favorability. The Academy of Management Review. 2002(27): 58-76.
[141] Broekner J., Joseph D., Joseph D.. When Trust Matters: The Moderating Effect Of Outcome Favorability. Administrative Science of Quarterly. 1997, vol.42 :558-83.
[142] Robinson S. L. Trust And Breach Of The Psychological Contract. Administrative Science of Quarterly. 1996(4): 574-599.
[143] Maddox R Neil. Two-Factor Theory And Consumer Satisfaction: Replication And Extension. Journal of Consumer Research. 1981(8): 97-102.
[144] Klemperer P. Markets With Consumer Switching Costs[J].The Quarterly Journal Of Economics. 1987(5): 375-387.
[145] Farrell J, Shapiro C. Dynamic Competition With Switching Costs[J]. Rand Journal Of Economics. 1988(1): 123-137.
[146] Shaffer G, Zhang Z. Pay To Switch Or Pay To Stay: Preference-Based Price Discrimination In Markets With Switching Costs[J]. Journal Of Economics Management.2000(3): 20-35.
[147] Aghion P., BoKon P. Contracts As Barrier To Entry [J]. American Economic Review, 1985(7): 388-401.
[148] Gerlach H A. Announcement, Entry, And Preemption When Consumers Have Switching Costs[J]. Rand Journal Of Economics. 2004(1): 25-36.
[149] Begona G.M. Technological Incompatibility, Endogenous Switching Costs And Lock -in[J]. The Journal Of Industrial Economics. 2001(3): 281-297.
[150] Borenstein S. Selling Costs And Switching Costs: Explaining Gasoline Margins [J]. Rand Journal Of Economics, 1991, (22) :354-369.
[151] Ozand Shy B. Aquick-And-Easy Method For Estimating Switching Costs[J].International Journal Of Industrial Organization. 2002(2): 71-87.
[152] Ruyter K, Wetzelsm , Bloemer J.. On The Relationship Between Perceived Service Quality, Service Loyalty And Switching Costs [J]. International Journal Of Service Industry Management. 1998(5): 436-450.
[153] Burnham T.A., Frels J, Mahajan V. Consumer Switching Costs: A Typology,Antecedents, And Consequences[J]. Journal Of The Academy Of Marketing Science,2003(2): 109-126.
[154] Susan M. K. Customer Switching Behavior In Service Industries: An Exploratory Study [J]. Journal Of Marketing. 1995(3): 71-82.
[155] Patterson P G, Smith T. A. Cross-Cultural Study Of Switching Barriers And Propensity To Stay With Service Providers[J]. Journal Of Retailing. 2003(2): 107 -120.
[156] Ping, R A J R. The Effects Of Satisfaction And Structural Constraints On Retailer Exiting, Voice, Loyalty, Opportunism , And Neglect [J]. Journal Of Retailing. 1993,69(3): 321-349.
[157] Weiss A M ,Anderson E. Converting From Independent To Employee Sales Forces : The Role Of Perceived Switching Costs[J]. Journal Of Marketing Research. 1992,29(1): 101-115.
[158] Jones T. O.,Mothersbough, Beatty. Switching Barriers And Repurchase Intentions In Services[J]. Journal Of Retailing. 2000, 76(2): 259-274.
[159] Klemperer P. D. Competition When Consumers Have Switching Cost [J]. Review Of Economic Studies. 1995,62(4): 515-539.
[160] Beggs A., Klemperer P D. Multiperiod Competition With Switching Costs[J].Economet Rica. 1992,60(3): 651 -666.
[161] Padilla A J . Revisiting Dynamic Duopoly With Consumer Switching Costs [J].Journal Of Economic Theory. 1995,67(2): 520-530.
[162] Nilssen, Tore. Two Kinds Of Consumer Switching Costs[J] .The Rand Journal Of Economics,1992,23(4): 579-589.
[163] Blattberg, Robert C, John Deighton. Managing Marketing By The Customer Equity Test[J]. Harvard Business Review. 1996,74(7/ 8): 136-144.
[164] Kim M. Banking Technology And The Existence Of A Consistent Output Aggregate[J]. Journal Of Monetary Economics. 1986(18): 181-195.
[165] Chen P, Hitt L M. Measuring Switching Costs And Their Determinants In Internet Enabled Businesses : A Study Of The Online Brokerage Industry[J].Information Systems Research. 2002,3(3): 255-274.
[166] Lund M. The Development Of Investment And Commitment Scales For Predicting Continuity Of Personal Relationships[J]. Journal Of Social And Personal Relationships. 1985,2(2): 3-23.
[167] Tucker W T. The Development Of Brand Loyalty[J] Journal Of Marketing Research. 1964, 1(3): 32-35.
[168] Kumar V, Shah D. Building And Sustaining Profitable Customer Loyalty For The 21st Century[J].Journal Of Retailing. 2004, 80(4): 317-330.
[169] Parasuraman A, Grewal D. The Impact Of Technology On The Quality-Value-Loyalty Chain: A Research Agenda[J]. Journal Of The Academy Of Marketing Science. 2000,28(1): 168-174.
[170] Cronin Jr, Joseph J, Brady M K, Hult G., Tomas M. Assessing The Effects Of Quality, Value, And Customer Satisfaction On Consumer Behavioral Intentions In Service Environments[J]. Journal Of Retailing. 2000,76(2): 193-218.
[171] Kayaman, Han, Arasli, Huseyin. Customer Based Brand Equity: Evidence From The Hotel Industry. Managing Service Quality. 2007,17(1): 92.
[172] Konecnik, Maja, Gartner, William C. Customer-Based Brand Equity For A Destination. Annals Of Tourism Research.2007,34(2): 400-421.
[173] Goala, Gilles. Customer Switching Resistance : The Effects Of Perceived Equity,Trust And Relationship Commitment. International Journal Of Service Industry Management. 2007, 18(5): 510-533.
[174] Bauer, Hans H, Sauer, Nicola E, Schmitt, Philipp. Customer-Based Brand Equity In The Team Sport Industry: Operationalization And Impact On The Economic Success Of Sport Teams.European Journal Of Marketing. 2005,39(5): 496-513.
[175] Bauer, Hans H, Hammerschmidt, Maik. Customer-Based Corporate Valuation:Integrating The Concepts Of Customer Equity And Shareholder Value. Management Decision. 2005,43(3): 331-348.
[176] Loyd, Bruce, Verhoef, Peter C. Customer Equity: Building And Managing Relationships As Valuable Assets. Long Range Planning. 2002,35(6): 657.
[177] Hogan, John E., Lemon, Katherine N., Rust, Roland T. Customer Equity Management: Charting New Directions For The Future Of Marketing. Journal Of Service Research. 2002, 5(1): 4.
[178] Bayon, Tomas. Customer Equity Marketing: Touching The Intangible. European Management Journal. 2002,20(3): 212.
[179] Beerli A, Martin J. D, Quintana A. A Model Of Customer Loyalty In The Retail Banking Market[J].European Journal Of Marketing,2004, Vol.3 Issue1/2:253-275.
[180] Bell S. J, Auh S., Smalley K. Customer Relationship Dynamics: Service Quality And Customer Loyalty In The Context Of Varying Levels Of Customer Expertise And Switching Costs[J]. Journal Of The Academy Of Marketing Science.2005,33(2): 169-183.
[181] Berry L. L. Cultivating Service Brand Equity[J]. Journal Of The Academy Of Marketing Science. 2000,28(1): 128-137.
[182] Blackwell S.A., Szeinbach S.L., BarnsesJ.H., The Antecedents Of Customer Loyalty[J]. Journal Of Service Research. 1999, 1(4):362-375.
[183] Caruana A.The Impact Of Switching Costs On Customer Loyalty: A Study Among Corporate Customers Of Mobile Telephony[J]. Journal Of Targeting,Measurement And Analysis For Marketing. 2004, 12(3): 256-268.
[184] McdougallH.G., Levesque T. Customer Satisfaction With Services: Putting Perceived Value Into The Equation[J]. Journal Of Service Marketing. 2000,Vol.14:392-396.
[185] Murray K.B. A Test Of Services Marketing Theory: Consumer Information Acquisition Activities[J]. Journal Of Marketing. 1991(55): 20-38.
[186] Pritchard H .O. A Member's Life Time Value[J]. Association Management.1991(6): 35-39.
[187] Rosenberg L.J., Czepiel J.A. A Marketing Approach For Customer Retention[J] Journal Of Consumer Marketing. 1983,1(2): 45-52.
[188] Ruyter K.D., Bloemer J. Customer Loyalty In Extended Service Settings [J],International Journal Of Service Industry Management. 1999(10):320-336.
[189] Ryan M.J. , Rayner R., Morrison. A Diagnosing Customer Loyalty Drivers[J].Marketing Research. 1999(2):58-61
[190] Blattberg, Robert, Getz, Gary, Thomas, Jacquelyn, Steinauer, Joan M. Managing Customer Retention. Incentive. 2002,176(4): 114-145.
[191] Blattberg R.C., Thomas J.S. Valuing, Analyzing And Managing The Marketing Function Using Customer Equity Principles. Unpublished Manuscript, Northwestern University, Evanston, II, 2000
[192] Bolton P.K., Kanman, Mathew D., Bramlett. Implications Of Loyalty Program Membership And Service Experiences For Customer Retention And Value, Journal Of The Academy Of Marketing Science. 2000,28(Winter): 95-108.
[193] Colombo R.A., D.G Morrison, A Brand switching Model With Implications For Marketing Strategies, Marketing Science. 1989(8): 89-99.
[194] Dowling, Grahame R., Mark Uncles. Do Customer Loyalty Programs Really Work?Sloan Management Review. 1997,38(Fall): 71-82.
[195]Drew J.H.,Mani D.R.,Betz A.L.,Dana P.,Targeting Customers With Statistical And Data-Mining Techniques.Journal Of Service Research.2001,3(3):205-219.
[196]Ganesh J.,Arnold M.J.,Reynolds K.E.Understanding The Customer Base Of Service Providers:An Examination Of The Differences Between Switchers And Stayers.Journal Of Marketing.2000,64(3):65-87.
[197]Jacoby Jacob,David B.,Kyner.Brand Loyalty Vs.Repeat Purchasing Behavior.Journal Of Marketing Research.1973(9):29-35.
[198]Nicholls,John G.The Competitive Ethos And Democratic Education.Cambridge,MA:Harvard University Press,1989
[199]Paul D.,Berger,Nada,Nasr,Bechwati.The Allocation Of Promotion Budget To Maximize Customer Equity.Omega.2001,29(Feb):49-61.
[200]Paul,Valentine,Ngobo.Drivers Of Customers'Cross-Buying Intentions.European Journal Of Marketing.2004,38(9/10)
[201]Schurr Paul H.,Julie L.Ozanne.Influences On Exchange Processes:Buyers'Preconceptions Of A Seller's Trustworthiness And Bargaining Toughness.Journal Of Consumer Research.1985(11):939-953.
[202]Mark.E.Parry著,李屹松译.战略营销管理.中国财政经济出版社,2003.
[203]杨龙,王永贵.顾客价值及其驱动因素.管理世界,2002,(6):146-147.
[204]白长虹,廖伟.基于顾客感知价值的顾客满意研究,南开学报,2001,(6):14-20.
[205]唐晓芬.顾客满意度测评.上海:上海科学技术出版社,2001
[206]白长虹.西方的顾客价值研究及其实践启示.南开管理评论,2001,(4):51-55.
[207]王成慧,叶生洪.顾客价值理论的发展分析及对实践的启示.价值工程,2002,(6):24-28.
[208]白长虹,刘炽.服务企业的顾客忠诚及其决定因素研究.南开管理评论。2002,(6):64-69.
[209]郑立明,何宏金.顾客价值分析模型.商业研究,2004,(4)
[210]马秀芳.顾客价值探测方法研究:[硕士学位论文].大连:大连理工大 学,2002.
[211]蔡翔,陶学禹.顾客价值及其分析模型.经济管理,2003,(6):56-60.
[212]何晓群.现代统计分析方法与应用.北京:北京大学出版社,1998.
[213]崔立新.顾客感知服务质量的价值曲线评价方法.南开管理评论,2001(6):21-25.
[214]汪涛,徐岚.顾客资产的构成与测量.经济管理,2002,(24):48-52.
[215]姚钟华.企业获取核心竞争力的顾客价值分析.江西社会科学,2002,(2):145-146.
[216]段艳红,高保中.浅议现代营销管理中的顾客价值与顾客满意.生产力研究,2001,(6):142-144.
[217]覃蓉芳,武振业.一个以顾客价值为中心的组织结构框架.世界科技研究与发展,2001,23(2):86-89.
[218]马云峰,郭新有.论顾客价值的推动要素.武汉科技大学学报,2002,(4)
[219]菲利普·科特勒著.洪瑞云等译.市场营销管理(亚洲版)[M].北京:中国人民大学出版社,2000
[220]王晓玉.顾客价值绩效的测定与提升.价值工程,2003,(1):24-27
[221]王永贵.服务质最、顾客满意与顾客价值的关系剖析—基于电信产业的招合框架.武汉理工大学学报,2002,(12):579-587.
[222]严浩仁:试论顾客忠诚的影响因素与理论模型[J].商业经济与管理,2005,(4):61-65.
[223]于秀林,任雪松.多元统计分析[M].北京:中国统计出版社,1999.
[224]侯海青.顾客满意度的定量评价方法[J].西安石油学院学报(社会科学版),2000,(3):42-44.
[225]王永清,严浩仁.顾客满意度的测评[J].经济管理,2000(8):36-38.
[226]许召元.顾客满意度的市场价值.质量春秋,2001(3)
[227]简明,易丹辉.构建中国顾客满意度指数(CCSI)测评体系的思考.中国质量,2001(8):3-19.
[228]嵇翔.谈顾客满意度测评.石油工业技术,2001(6):84-99.
[229]陈华,王新平.顾客满意度指数测评方法及其应用.西北农林科技大学学报 (社会科学版),2003(5):30-85.
[230]樊天顺.用户满意度测评在中国:发展与展望[J].中国质量,2003,(3):4-6.
[231]范秀成,陈洁.品牌形象综合测评模型及其应用.南开学报(哲学社会科学版),2003,(3)
[232]何佳讯编著.品牌形象策划——透视品牌经营,1998
[233]焦璇,吕建红,陈毅文.品牌形象系统的因素结构.心理学报,2004,(03)
[234]罗子明.品牌形象的构成及其测量.北京工商大学学报(社会科学版),2001,(7)
[235]金立印.基与个性及品牌认同的品牌资产驱动模型研究.北京工商大学学报(社会科学版,2006,(1)
[236]郭秀英,吕佳祥,吴兴明;品牌形象评价方法研究[J]:商业研究:2006,(22)
[237]于春玲,王海忠,赵平,林冉.品牌忠诚驱动因素的区域差异分析[J].中国工业经济,2005,(12)
[238]王海忠,于春玲,赵平.品牌资产的消费者模式与产品市场产出模式的关系[J].管理世界,2006,(1)
[239]宁昌会.基于消费者效用的品牌权益模型及应用[J].中国工业经济,2005(10)
[240]何佳讯.中外企业的品牌资产差异及管理建议——基于CBRQ量表的实证研究[J].中国工业经济,2006,(8)
[241]丘永梅,黄合水.品牌形象及其比较研究回顾[J].广告大观(理论版).2007,(2)
[242]苏凡,蓝燕玲,黄合水.国内外品牌形象的比较研究[J].广告大观(理论版).2007,(5)
[243]吴良国.传统品牌塑造模式面临的挑战及对策探讨[J].科技与管理,2005,(3)
[244]刘勇.论品牌对消费者的作用机理.兰州学刊,2006,(08)
[245]李晋生,张欣瑞.基于顾客忠诚提升的品牌忠诚驱动因素研究[J].商场现代 化,2007,(19)
[246]刘建新.顾客信任的形成机理及其营销管理研究[J].经济问题探索,2006(2):122-127.
[247]金玉芳,董大海.消费者信任影响因素实证研究——基于过程的观点[J].管理世界,2004(7):93-99.
[248]汪涛,徐岚.顾客资产与竞争优势[J].中国软科学,2002,(1):52-56.
[249]陈振学.顾客资产:企业竞争力的核心源泉[J].经济论坛,2003,(3):26-27。
[250]王素芬,汤兵勇.客户终身价值模型的研究[J].黑龙江大学自然科学学报,2002,19(2):24-27.
[251]刘建新,陈雪阳.顾客资产的形成机理与增值策略[J].商业经济与管理,2005,(3):42-49.
[252]王月兴.顾客忠诚的驱动因素及其作用[J].山东大学学报,2002,(4):103-107.
[253]严浩仁,贾生华.顾客满意向顾客忠诚的转换机理研究综述[J].山西财经大学学报,2003,25(6):65-68.
[254]徐岚.顾客资产的获得与保留[J].经济管理·新管理,2004,(4)
[255]侯海青.以顾客资产经营提升企业营销质量[J].商场现代化,2005,(12):221-222.
[256]邬金涛,赵汴.顾客终身价值量化模型研究述评[J].广东商学院学报,2005,(6):71-76.
[257]汪纯孝,韩小芸,田金梅.顾客资产管理[J].商业经济文荟,2002,(2):33-35
[258]杨永恒,王永贵.顾客关系管理的内涵、驱动因素及成长维度[J].南开管理评论,2002,(2):48-52.
[259]陈明亮.生命周期不同阶段客户重复购买意向决定因素的实证研究[J].管理世界,2002,(11):93-99.
[260]张慧敏.财务视角:顾客资产定位探折[J].现代财经,2004,24(7):45-47.
[261]陈向阳.顾客资产价值预测模型及其在营销决策中的应用.数量经济技术经济研究,2003,(5):158-161.
[262]候桂凡.顾客资本的形成与管理.当代经济研究,2000,(7):58-60.
[263]郭朝阳,俞满娇.顾客资产度量及顾客终身价值.经济管理·新管理.2004,(20):54-60.
[264]韩经纶,韦福祥.顾客满意与顾客忠诚互动关系研究.南开管理评论.2001,(6):8-11.
[265]刘英姿,姚兰.几种顾客资产计算方法的比较分析.工业工程与管理,2003,(5):49-52.
[266]刘怀伟.商务市场中顾客关系的持续机制研究—基于顾客的视角.浙江大学博士论文,2003.
[267]齐佳音.顾客价值研究.西安交通大学博士学位论文,2002.
[268]汪涛,李真贞.顾客资产的质量分析.经济管理·新管理.2003,(10):57-62.
[269]寇小萱,赵晋霞.论交叉销售在我国电信行业的应用[J].科技情报开发与经济,2006,16(11):108-110.
[270]胡左浩,郑兆红.顾客生涯价值概念及其对CRM的启示[J].外国经济与管理,2001,23(4):43-48.
[271]王淑珍,赵邦宏,张润清.资产评估统计与预测[M].第1版.北京:中国财政经济出版社,2001.
[272]侯杰泰,温忠麟,成子娟.结构方程模型及其应用[M].北京:教育科学出版社,2006.
[273]张言彩.顾客转换障碍的内涵及其在营销中的应用[J].商业研究,2006,(13)
[274]张言彩.转换障碍对满意和重复购买意图影响的实证分析[J].消费经济,2007,(5)